HANDWRITTEN NEWSPAPER

Short List
TitleHANDWRITTEN NEWSPAPER
BrandSCHWAN-STABILO MARKETING
Product / ServiceSTABILO MARATHON PEN
CategoryA06. Publications
EntrantNAGA DDB/RAPP MALAYSIA SELANGOR, MALAYSIA
Entrant Company:NAGA DDB/RAPP MALAYSIA SELANGOR, MALAYSIA
Design/Advertising Agency:NAGA DDB/RAPP MALAYSIA SELANGOR, MALAYSIA

Credits

Credits

Name Company Position
Wong Shu Kor Naga DDB/Rapp Malaysia Art Director/Creative Group Head
Grenville Francis Naga DDB/Rapp Malaysia Writer/Head Of Copy
Ted Lim Naga DDB/Rapp Malaysia Writer/Executive Creative Director
Foo Song Pe - Illustrator

Brief Explanation

We were after talk value amongst the students. That in itself was a challenge. This target group is not your everyday, mainstream target group and the more traditional media is not necessarily the best option. So rather than waste money on something that was hit and miss, we decided to produce a piece of communication that was different, non-traditional and a topic of conversation.

The Brief

Stabilo makes Malaysia’s longest-lasting pen – the Marathon Pen. And this longevity makes it a most cost-effective buy as well as the ideal instrument for those who write a lot. Stabilo wanted its primary target – students – to know this.

How the final design was conceived

Students love congregating at bookshops and cafés, browsing through and reading displayed publications. So we displayed a publication they can browse through and read. A complete newspaper where everything – the news, the editorials, the pictures and ads – everything was rendered in pen before printing. We also felt that using the media as the message gave us greater impact when compared to just placing a pen ad in the newspaper – an ad students may or may not read.

Indication of how successful the outcome was in the market

Passed on and talked about, Handwritten Newspaper became a most effective use of limited budget. Higher returns on investment when compared to a more traditional media buy – estimated at over $80,000 in talk value.