Results and Effectiveness

After just one month, our initial run of 900 boxes was completely snapped up through the word-of-mouth generated, which also led to greater brand awareness. In fact, the boxes were so well received, the client even asked for new designs next year. But most importantly, we created more happy smiles for the loyal customers and their loved ones by keeping their surprise a surprise.

Creative Execution

The problem with regular cake boxes is that they’re recognisable from a mile away, thus spoiling the surprise for everyone. So we created a series of cake boxes designed to blend into the three most common places that a person would usually put a cake. To do that, we asked the client about the three most common types of customers they have and designed our cake boxes to suit their lifestyles. When a customer buys a cake, the shop staff will check if the cake is meant to be a surprise before packing it into our specially designed boxes. In short, we helped the customers achieve the most important element in any celebration: to keep their surprise a surprise.

Insights, Strategy and the Idea

The Patissier (a popular home-grown patisserie in Singapore) wanted a unique and memorable way to reward their loyal customers. The first thing anyone should know is that The Patissier isn't just any run-of-the-mill cake shop, but one that's known for its specialty cakes crafted using traditional French baking techniques. And more importantly, most of their customers buy their cakes for the expressed purpose of celebrations - birthdays, anniversaries, etc. As such, we knew that giving regular discounts and price-offs wouldn't cut it (after all, the cakes are pricey to begin with and most of their customers aren't looking to scrimp), so we decided to reward them by making their celebrations even sweeter.