Title | HANDWRITTEN NEWSPAPER |
Brand | SCHWAN-STABILO MARKETING |
Product / Service | MARATHON PEN |
Category | A05. Alternative Media |
Entrant | NAGA DDB/RAPP MALAYSIA SELANGOR, MALAYSIA |
Entrant Company: | NAGA DDB/RAPP MALAYSIA SELANGOR, MALAYSIA |
DM/Advertising Agency: | NAGA DDB/RAPP MALAYSIA SELANGOR, MALAYSIA |
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 |
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.
Students love congregating at bookshops and cafés, browsing through and reading displayed publications. So we displayed a publication they can browse through and read. 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.
We produced a handwritten free newspaper. Everything – the news, the editorials, the pictures and ads – everything was rendered in pen before printing. We were after talk value amongst the students and rather than get a pretty demonstrator to promote the product, we decided to let the product do it. After all, what could be a more powerful demonstration of the longevity of the Sabilo Marathon Pen than a completely handwritten newspaper?
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.