Creative Execution

For consumers to believe that 3M products can be used for creative usage occasions, we worked to define daily usage occasions as "Activity Based Learning". This gave mothers the reason to use and help their children learn creatively at home for fun or academic reasons through 3M products. The execution came to live in the form of myactivityroom.com - users can find ideas which were grouped academically, creatively, by age, difficulty and benefits. All of the ideas/content on the website were created from scratch, solely using 3M products. It also sold in 3M products through content.

Still in its infancy stages, myactivityroom.com website is now rolling out regionally. 3M as a business is now adopting the website as its central property where its countries create more usage occasions through creative activity based learning. In local markets such as Indonesia, the client and us are creating on-ground touch points where crowds will gather and learn more about how to use the products creatively. Traffic on ground will be driven back to the website. Each idea/content has gained 70 engagements to 200 engagements organically since launch w/o campaign drive.

In a study conducted by the client, it was said that an average person uses about a full post-it stack per month, but retail sales figure didn't match this claim. The challenge that rose from this find, told us that purchases of 3M products such as post-its and scotch tape, once made, are not utilised as frequently as consumers think they do. This therefore impacts sales figures. To help solve this challenge we had to solution to increase usage occasion of 3M products with its consumers. A group of consumers who purchase 3M products for use in office or at home were mothers. Products they purchased which we post-it and scotch could be use for more than just utility purposes. With the client we found creative usage occasions for the products which they could bring into their lives on a daily basis.