The Brief

Ice Gel is a professional fingernail paint brand that offers a huge range of colors, superior technology, and amazing results. The brand believes that nail painting is an art, so it wanted to promote this proposition to a new market in Hong Kong and build brand awareness within a limited budget.

Describe how the promotion developed from concept to implementation

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. We rented a 1-foot-square "Cube Shop" in a shopping mall surrounded by nail salons and used the space to display The World's Smallest Art Gallery, a showcase for works of art created with Ice Gel.

Describe the success of the promotion with both client and consumer including some quantifiable results

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. And telephone enquiries were up 30%. Women began asking for Ice Gel by name at their favorite salons.

Explain why the method of promotion was most relevant to the product or service

Ice Gel allows stylists to paint incredibly detailed works that transform fingernails into works of art. So, creating an art gallery was natural. We also knew that our targets liked to frequent trendy shopping malls where Hong Kong's high rents have led to the proliferation of Cube Shops. By being the first to use a Cube Shop for advertising, 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 before their own stylists.