Title | HANDWRITTEN NEWSPAPER |
Brand | SCHWAN-STABILO MARKETING |
Product / Service | STABILO MARATHON PEN |
Category | A02. Best Use of Magazines/Newspapers |
Entrant | NAGA 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 |
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 |
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.
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.
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.