The Brief

DIY stores are a dime-a-dozen in Singapore. Catering to value-based customers looking for functionality at an affordable price. Our job was to make DIY Living stand out amongst the clutter. How could we make customers choose our brand over other DIY stores when all the product offerings were at parity?

Describe how the promotion developed from concept to implementation

We gave customers more bang for their buck, without spending too much of our own. Sticking to the DNA of DIY, we redesigned our packaging in a manner that after the furniture is assembled, even the boxes could be assembled into usable furniture. Using quirky stickers on the packaging, we managed to a) tempt customers with an offer too good to ignore a) demonstrate the simple ways of turning the packaging into furniture. These were displayed in-store.

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

Since the recycled furniture was displayed next to the actual furniture, we were able to immediately gain the attention of our customers at the point of sale. It didn’t take much to convince them after that. Consumers went back home, happier knowing they’re getting more than what they’d bargained for. Calls kept pouring in from people who saw the quirky furniture at their friend's home. Many even visited the store asking for a live demonstration. Awareness of DIY Living as a brand increased manifold.

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

Being a small brand with limited budgets, it was essential to think beyond traditional media. We used free media (our own packaging) to communicate the DIY philosophy and an irresistible offer. Thus giving customers reason to choose us over other brands. Not only did it become a fun, playful way of establishing the DIY Living brand in the customer’s mind, it also made practical use of something that’s otherwise thrown in the trash.