HANDWRITTEN NEWSPAPER

TitleHANDWRITTEN NEWSPAPER
BrandSCHWAN-STABILO MARKETING
Product / ServiceSTABILO MARATHON PEN
CategoryA02. Best Use of Magazines/Newspapers
EntrantNAGA DDB/RAPP MALAYSIA SELANGOR, MALAYSIA
Entrant Company:NAGA DDB/RAPP MALAYSIA SELANGOR, MALAYSIA
Advertising Agency:NAGA DDB/RAPP MALAYSIA SELANGOR, MALAYSIA
Media Agency:VIZEUM Kuala Lumpur, 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

Results and Effectiveness

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.

Creative Execution

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 produced a handwritten free newspaper. Everything – the news, the editorials, the pictures and ads – everything was rendered in pen before printing. Thus demonstrating the longevity of Stabilo’s Marathon Pen. We 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.

Insights, Strategy and the Idea

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.