The Brief

Our target customers are the office ladies in Hong Kong who are hard to please. Being bombarded with similar advertising everyday makes them immune to traditional commercials. Thus, we need to explore an innovative medium for them.

Creative Execution

Green tea scented phone papers can appeal to office ladies' senses in a boring office and communicate the benefit of our product. This was the first time phone papers had been used as a promotional tool in this way in the Hong Kong marketplace.

Describe the creative solution to the brief/objective.

In average, an office lady might pick up phone calls for more than 80 times per day. So, we collaboarted with an office cleaning supplier, putting green tea scented phone papers under the phone's receiver. The scented papers were not only pleasantly refreshing in themselves, they also acted as simple discount coupons which could be exchanged for the ice cream.

Results

The promotion was commercially successful. At just HK$0.6 per coupon and total cost same as the cost of shooting a print ad, the promotion was exceptionally cost efficient and on target. Besides, within the first seven days of the campaign, thousands of customers redeemed their scented phone paper coupons for Green Tea Ice Cream at Haagen Dazs branches. The sales dramatically increased by 7% compared with the previous week.