The Campaign

in Indonesia, Stabilo is a top-of-mind brand among people for highlighting pen. But in digital era, people tend to switch from physical books/printed books to e-books, because it’s much more practical for them. This could be a threat for Stabilo. Where people will no longer need to use highlighter pen. So we create Stabilo note app, to make Stabilo highlighter keep it relevancy in digital era, and to enhance further the function and value of the product.

Creative Execution

The Execution : We create Stabilo note app. By using the OCR technology to be able read only highlighted text from book, we’re also adding some feature where people could save highlighted text using Stabilo into their mobile phones so they can read specific content from book easily anywhere, anytime.

The Results : With millions of college students that still using Stabilo highlighter, this app could make people have more reason to keep buying and using Stabilo highlighter.

As this is an app of convenience for people to use when highlighting text, what more relevant than having this application on mobile to scan highlighted text whenever and wherever. This application is only possible and usable in mobile.

Insights, Strategy and the Idea

The Strategy : By using the mobile technology, we’re going to make a sidekick for our highlighters product in order to enhanced our product benefit. So it will become a reason to believe for people to keep buying and using Stabilo.