THE WORLD'S SMALLEST ART GALLERY

TitleTHE WORLD'S SMALLEST ART GALLERY
ClientCOLOR PARADISE HONG KONG
Product / ServiceICE GEL GEL NAIL
CategoryA09. Environmental Design
EntrantGREY GROUP HONG KONG, HONG KONG
Entrant Company:GREY GROUP HONG KONG, HONG KONG
Design/Advertising Agency:GREY GROUP HONG KONG, HONG KONG

Brief Explanation

Media fees and shop rentals are very high in Hong Kong, but the client had a very limited to introduce a new product to the market. Although the product is used by professional stylists working in salons, we decided that targeting end-consumers as influences would be a more effective route to raise awareness.

The Brief

Fingernail paint brand Ice Gel believes that nail painting is an art. It wanted to promote this brand proposition to a new market in Hong Kong and increase brand awareness within a limited budget.

How the final design was conceived

Hong Kong's high rents have led stores to divide their retail spaces into 1-foot-square cubicles, called Cube Shops. We knew our targets liked to visit Cube Shops, so we rented one in a mall with many nail salons. We commissioned an artist to paint on acrylic fingernails and displayed them in our Cube Shop as "The World's Smallest Art Gallery".

Indication of how successful the outcome was in the market

With a budget of just 1,000 US dollars, the campaign was highly effective. In just one month, the QR code generated 24,000 page views for Ice Gel's website against projections of just 1,500. New client bookings increased 10% in the next three months for their flagship nail salon. Telephone enquiries were up 30%. Women began asking for Ice Gel by name at their favorite salons.

Credits

Name Company Position
Keith Ho Grey Group Hong Kong Executive Creative Director
Nicholas Hong Grey Group Hong Kong Group Creative Director
Davey Lui Grey Group Hong Kong Creative Director
Henry Yim Grey Group Hong Kong Associate Creative Director
Kristie Chen Grey Group Hong Kong Copywriter
Hui Ka Kit Grey Group Hong Kong Art Director
Jeff Lai Grey Group Hong Kong Assistant Art Director
Susanna Lee Grey Group Hong Kong Vp/Account Management/Apac
Melody Siu Grey Group Hong Kong Account Director
Leon Lai / Illustrator
Sam Lo / Illustrator