Olfa Case study CUT TO BUILD by Ogilvy & Mather Bangkok

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CUT TO BUILD

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Industry Business equipment & services, Corporate Image
Media Case study
Market Thailand
Agency Ogilvy & Mather Bangkok
Director Pagorn Jungrungruang, Settha Veerathunmanon
Art Director Wisit Lumsiricharoenchoke, Nopadol Srikieatikajohn, Prasit Vitayasamrit, Puripong Limwanatipong
Copywriter Krai Kittikorn, Kris Garford Spind, Thanachai Shavitranuruk
Account Supervisor Patsa Attanon
Editor Wisarut Deelorm
Released May 2013

Awards

Cannes Lions 2013
Promo and Activation Lions Use of Promo & Activation; Best Temporary In-Store Displays in a Promotional Campaign Silver
Promo and Activation Lions Product & Service; Business Products & Services Bronze

Credits & Description

Type of entry: Use of Promo & Activation
Category: Best Temporary In-Store Displays in a Promotional Campaign
Advertiser: THE JCC CO.
Product/Service: OLFA CUTTER
Agency: OGILVY & MATHER Bangkok, THAILAND
Chief Creative Officer: Nopadol Srikieatikajohn (Ogilvy/Mather/Thailand)
Executive Creative Director: Wisit Lumsiricharoenchoke (Ogilvy/Mather/Thailand)
Copywriter: Puripong Limwanatipong/Krai Kittikorn/Thanachai Shavitranuruk/Kris Garford Spind (Ogilvy/Mather/Thailand)
Art Director: Nopadol Srikieatikajohn/Wisit Lumsiricharoenchoke/Puripong Limwanatipong/Prasit (Ogilvy/Mather/Thailand)
Agency Producer: Uravasee Chaturongakul/Potrawee Wichien/Suparrerk Kulintaraprasert/Sasinan Jiraw (Ogilvy/Mather/Thailand)
Account Supervisor: Patsa Attanon (Ogilvy/Mather/Thailand)
Account Manager: Phawit Chitrakorn (Ogilvy/Mather/Thailand)
Director: Settha Veerathunmanon (Ccda Bangkok University)
Director: Pagorn Jungrungruang (Kratai Tuentua Co./Ltd.)
Cinematographer: Chalongwut Chorruangsak/Akkarawatt Thanawiboonphol/Siriwat Seeseang/Panit Jirawa ()
Film Producer: Athip Vichuchaianan ()
Editor: Wisarut Deelorm ()
Artist: Akegaluck Sagaew ()
Describe the brief from the client
In Thailand, OLFA is a cutter brand that was known only among a specific group of customers such as architects and arts students. In 2013, the brand wanted to celebrate its 57th anniversary and recruit new customers by promoting the superior performance of its hundred plus cutter models. The strategy, therefore, is to create an experiential marketing event connecting the brand and the target audience by organizing an exhibition to demonstrate the product performance of OLFA cutters.

Promotion Development

In order to demonstrate the product performance of various models of OLFA cutters, we created a Pop-Up Store under the concept ‘Cut to Build’, where every structure down to the smallest detail was crafted from cutting and engraving paper into the desired shapes. This exhibition demonstrated the effectiveness and suitability of the hundred plus models of OLFA cutters in every task required of it.


Results

In one week, over 20,000 people visited the store
Sales increased by 200% comparing to the normal shop
Free earned media as a number of websites reported on the store
The store ignited interest in art of paper cutting


Relevancy to Product/Service

This is the first time in Thailand that the Pop-Up Store does not only display the product, but also demonstrate its performance. This became a direct experience with where the customers witnessed the effectiveness of OLFA cutters firsthand. Every detail of the Pop-Up Store, including product packaging and salespersons outfits were creative using OLFA cutters. The product’s performance also inspired customers to create their own paper arts using OLFA cutters.
Also, on the special occasion of the brand’s 57th anniversary celebrations, the Pop-Up Store improved brand recognition as the world’s first snap-off blade cutter that offers a variety of highly effective products perfectly suited to every task required of it.