Title | DIY PACKAGING |
Brand | DIY LIVING |
Product / Service | DIY FURNITURE STORE |
Category | A07. Point of Sale |
Entrant | PUBLICIS SINGAPORE, SINGAPORE |
Entrant Company: | PUBLICIS SINGAPORE, SINGAPORE |
Design/Advertising Agency: | PUBLICIS SINGAPORE, SINGAPORE |
Name | Company | Position |
---|---|---|
Ajay Thrivikraman | Publicis Singapore | Executive Creative Director |
Tattoo Yar | Publicis Singapore | Sr. Art Director |
Nikhil Panjwani | Publicis Singapore | Sr. Copywriter |
Annie Ang | Publicis Singapore | Executive Producer |
Sebastian Siah | The Shooting Gallery | Photographer |
Micheal Kan | The Shooting Gallery | Executive Producer |
Sun Renjie | Locomotion | Supervising Producer |
Mathew Koch | Locomotion | Editor |
DIY stores are a dime-a-dozen in Singapore. Catering to value-based customers looking for functionality at an affordable price. Our job was to make DIY Living stand out amongst the clutter. How could we make customers choose our brand over other DIY stores when all the product offerings were at parity?
The client wanted a cost-effective way to establish DIY Living as a brand and a philosophy in the customer's mind. They wanted customers to choose DIY Living over other DIY stores.
We gave customers more bang for their buck, without spending too much of our own. Sticking to the DNA of DIY, we redesigned our packaging in a manner that after the furniture is assembled, even the boxes could be assembled into usable furniture. Not only did it become a fun, playful way of establishing the DIY Living brand in the customer’s mind, it also made practical use of something that’s otherwise thrown in the trash.
Since the recycled furniture was displayed next to the actual furniture, we were able to immediately gain the attention of our customers at the point of sale. It didn’t take much to convince them after that. Consumers went back home, happier knowing they’re getting more than what they’d bargained for. Calls kept pouring in from people who saw the quirky furniture at their friend's home. Awareness of DIY Living as a brand increased manifold.