| Title | THE ART OF COLOR PENCILS |
| Brand | FABER-CASTELL |
| Product / Service | ARTIST COLOR PENCILS |
| Category | A02. Best Use of Merchandising/In-Store Marketing |
| Entrant | OGILVY & MATHER SINGAPORE, SINGAPORE |
| Entrant Company: | OGILVY & MATHER SINGAPORE, SINGAPORE |
| Sales Promotion/Advertising Agency: | OGILVY & MATHER SINGAPORE, SINGAPORE |
| Name | Company | Position |
|---|---|---|
| Steve Back | Ogilvy/Mather Singapore | Chief Creative Officer |
| James Procter | Ogilvy/Mather Singapore | Executive Creative Director |
| Troy Lim | Ogilvy/Mather Singapore | Creative Group Head/Copywriter |
| Jon Loke | Ogilvy/Mather Singapore | Creative Director/Art Director |
| David Stevanov | Ogilvy/Mather Singapore | Art Director |
| Kairong Ku | Ogilvy/Mather Singapore | Art Director |
| Adeline Siow | Ogilvy/Mather Singapore | Copywriter |
| Heng Sihui | Ogilvy/Mather Singapore | Junior Art Director |
| Jimmy Fok | Ogilvy/Mather Singapore | Photographer |
| Shirley Tay | Ogilvy/Mather Singapore | Head Of Account Management |
| Ng Huimin | Ogilvy/Mather Singapore | Account Executive |
| Loh Yi Qi | Ogilvy/Mather Singapore | Illustrator |
| Inessa Low | Ogilvy/Mather Singapore | Illustrator |
| Brandon Sim | Ogilvy/Mather Asia Pacific | Illustrator |
| Danny Ong | Ogilvy/Mather Asia Pacific | Illustrator |
| Alicia Tan | Ogilvy/Mather Asia Pacific | Illustrator |
| Joyce Koor | Ogilvy/Mather Asia Pacific | Illustrator |
| Darshan Kadam | Ogilvy/Mather Asia Pacific | Illustrator |
| Ivy Ong | Sales Manager | A.w. Faber-Castell (S) Pte Ltd |
To promote Faber-Castell's top-of-the-line range of 'Artist Color Pencils'.
We used thousands of 'Artist Color Pencils' to re-create famous masterpieces using color pencils as the medium itself. We shot a video of the making and released it online to pique interest and drive people to the store. The video was also played in-store next to the art work.
Walk-in customers increased by 300% and sales of the 'Artist Color Pencils' product range increased by 30%. The making-of video received more than 20,000 views in the first week.
Color pencils don't attract crowds. But by turning the store window into a mini art gallery with the products themselves as Art, we attracted the attention of aspiring artists, students, and professionals and promoted the product 'Artist Color Pencils' range at the same time.