PERIPLUS Design & Branding SHOPPING BAG by J. Walter Thompson Jakarta Indonesia

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Industry Book store
Media Design & Branding
Market Indonesia
Agency J. Walter Thompson Jakarta Indonesia
Executive Creative Director Ivan Hady Wibowo
Art Director Leonard Surya Wiguna, Sonny Tjahjadi Putra
Copywriter Wirastomo Hadi
Photographer Peddy Suryadinata
Released December 2010

Credits & Description

Category: Point of Sale
Advertiser: PERIPLUS
Agency: JWT
Date of First Appearance: Dec 28 2010
Entrant Company: JWT, Jakarta, INDONESIA
Executive Creative Director: Ivan Wibowo (JWT Jakarta)
Art Director: Sonny Tjahjadi Putra (JWT Jakarta)
Art Director/Illustrator: Sebastian Chendra (JWT Jakarta)
Art Director: Leonard Wiguna (JWT Jakarta)
Copywriter: Wirastomo Hadi (JWT Jakarta)
Print Producer: Budi Mulianto (JWT Jakarta)
Photographer: Peddy Suryadinata (Clarissa+Peddy Photography)
Digital Artist: Christophanie Silimora
Account Manager: Andi Alam (JWT Jakarta)
Media placement: Shopping Bag - In Store - 28/12/2010

Describe the brief from the client
Periplus is a well-known imported books store with lines of collections that always attracts people to look inside the store. However, most of the visitors are just window-shopping without any intention to buy because they think the books are a bit too expensive. Therefore, to commemorate its 13th anniversary, Periplus offers an anniversary discount for its consumer. We were requested to develop a promotion material to amplify this program.

Describe the challenges and key objectives
Budget limitation does not allow us to develop a mass promotion, while competitors can launch a heavy above the line promotion via newspapers. We need to create an impactful promotion but through a cheaper medium.

Describe how you arrived at the final design

Since the store itself is the strongest touch point (located in busy malls with attractive design and collections), we decided to focus on the point of sales materials. But this material should be able to be spread outside the store to get a stronger effect. Thus we chose a shopping bag as the vehicle. The next task was to inject some value on this shopping bag, so we created this expandable shopping bag to visualise how, through this discount program, people will be able to buy more books and gain more knowledge at the same time.

Give some indication of how successful the outcome was in the market
Monthly total book sales increased 22.5% compared to regular months. This is even higher than previous discount months which usually only have an increase of less than 10%.