Title | THE WORLD'S SMALLEST ART GALLERY |
Brand | COLOR PARADISE HONG KONG |
Product / Service | ICE GEL GEL NAIL |
Category | A04. Ambient/Alternative Media |
Entrant | GREY GROUP HONG KONG, HONG KONG |
Entrant Company: | GREY GROUP HONG KONG, HONG KONG |
DM/Advertising Agency: | GREY GROUP HONG KONG, HONG KONG |
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 |
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 among new customers within a limited budget.
By creating an art gallery in the unexpected venue of a "cube shop", we enhanced the creative image of the brand and positioned our message in a highly targeted environment (surrounded by nail salons). Visitors to the museum could scan a QR code to instantly visit Ice Gel's website, enabling consumers to become style-setters even before their own stylists.
We created the world's first "Cube Shop" advertising campaign. 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".
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.