Results and Effectiveness

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.

Creative Execution

With our help, Ice Gel became the first brand in the world to use a "Cube Shop" as an advertising medium. Hong Kong's high rents have led to the proliferation of this unique retailing phenomenon. Cube Shops are created when a normal-sized store is divided into tiny 1-foot-square cubicles (up to 100 per store). We knew that our targets liked to frequent trendy shopping malls with Cube Shops, so we rented one in a mall surrounded by nail salons. We commissioned an artist to paint on acrylic fingernails and displayed these works of art in our Cube Shop, which became The World's Smallest Art Gallery. By doing so, we positioned our message in a highly targeted environment and enhanced the creative image of the brand. 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.

Insights, Strategy and the Idea

Ice Gel is a professional fingernail paint brand that offers a huge range of colors, superior technology, and amazing results. The brand allows stylists to paint incredibly detailed works that transform fingernail painting into an art form. Our goal was to promote the proposition of "nail painting as art" to a new market in Hong Kong and build brand awareness within a limited budget. We realized the best way to make Ice Gel popular with salons and stylists was actually to skip them. We went straight to the end-consumer with an idea that was not just engaging but economical: The World's Smallest Art Gallery, a showcase for works of art created with Ice Gel.