The Brief

Mayflower, a local tissue brand in China, wanted to communicate its kitchen paper line’s strength and good absorption. But being a very cluttered market in China, they wanted to do something bold and engaging. Targeting new customers and create a wider B2B channel. This is a low involvement product -there is very little loyalty with a specific brand. Value is a strong deciding factor for the target. So we wanted something that can communicate the paper’s strength and engage the consumer in a very direct manner and also create a wider B2B channel for the brand.

Describe how the promotion developed from concept to implementation

To showcase the kitchen paper’s strength, we decided to use actual Mayflower kitchen paper as canvas and turned kitchen drips, spills and splats into 8x8” unique pieces of art. An artist’s workshop was conducted to learn about the different pigment saturations and textures of their chosen ingredients -these dictated the subject of each piece. Over 60 unique pieces were created and distributed to special in select restaurants and cafes, the art pieces were glass laminated and served as place-mats, reinventing this tired medium into a conversational piece for guests. They were also displayed in the sauces section of groceries as POP.

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

The campaign was extremely well received and created greater awareness for the brand. It also got heavy circulation on popular social networking sites like Weibo and even encouraged other restaurant chains to request for similar efforts from the brand.

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

The execution was relevant to the product because we transformed the product into the medium to deliver the message. Also, the implementation of using posters as placemats made the communication more direct and engaging.