Results and Effectiveness

Since its launch THINGS WE FORGET has had: • 397,000 visitors • 657 followers on blogger • 2,339 fans and 489 friends on facebook • 449 followers on Twitter • 300 devotees on stumbleupon • reviews and features on over 297 sites • review on Singapore’s largest radio station • review in The New Paper & The Strait Times

Creative Execution

There were two components to the campaign— a guerilla art component and an online social media component. 1. Guerilla art: Every day, since the launch of the campaign on January 14, 2009, a simple and inspirational message on a Post-it note would be placed in a new spot in Singapore for people to see and pick up. 2. Social media: Pictures of each Post-it note and its placement in public spaces would then be uploaded to the website http://thingsweforget.blogspot.com, for everybody to see. We continuously seeded the blog on influential sites and maintained a presence on Facebook, Flickr, Twitter and other leading social media tools.

Insights, Strategy and the Idea

We were tasked to elevate the stature of Post-it Notes from a commodity to something bigger. The challenge was also to make the brand more relevant to the Gen Y audience. We came up with the strategy that Post-It Notes should carry "life reminders" – those simple truths about life that we all know but need to be reminded of, constantly.