The Brief

Was the target audience drawn from existing customers, or new customers? We are targeting new customers who haven't considered Diapet because they feel that it does not offer anything different than their current brand. What was the strategy of the campaign? Utilizing the most unique media to communicate Diapet's uniqueness

Creative Execution

Explain the strength of the creative and originality : The strength is in the originality of the medium and attractive design. People keep it, take pictures and post them on social media, creating conversations about the brand. Describe why it is most appropriate to the brand : The usage of unique and original medium communicates brand's uniqueness really well. The understanding of local culture makes the communication deeply relevant for the target audience.

Describe the creative solution to the brief/objective.

The objective is to make people aware that Diapet is made from 100% natural ingredients. The creative solution is utilizing a unique local insight and the most natural medium to convey the message: the Stone Flyers.

Results

Unlike most flyers that end up in trash bins, people actually keep the Stone Flyers. They understand what the brand stands for because of the simplicity of the message and how it relates to them culturally.