CORNERS by Grey Singapore for 3M

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CORNERS

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Industry Business equipment & services, Corporate Image
Media Design & Branding
Market Singapore
Agency Grey Singapore
Copywriter Joseph Cheong
Designer Jason Ang Sheng Jin
Producer Liana Oh
Photographer Jeremy Wong, Harpi Sim
Released April 2010

Credits & Description

Category: Point of Sale
Advertiser: 3M INDIA LIMITED
Product/Service: SUPER HEAVY DUTY TAPE
Agency: GREY GROUP
Date of First Appearance: Apr 26 2010 12:00AM
Entrant Company: GREY GROUP, Singapore, SINGAPORE
Chief Creative Officer: Ali Shabaz (Grey Group Singapore)
Copywriter: Joseph Cheong (Grey Group Singapore)
Art Director: Ang Sheng Jin (Grey Group Singapore)
Designer: Ang Sheng Jin (Grey Group Singapore)
Photographer: Jeremy Wong (Nemesis Pictures)
Photographer: Harpi Sim (Nemesis Pictures)
Retoucher/ Illustrator: Evan Lim (Magic3)
Agency Producer: Wong Cheng Wah (Grey Group Singapore)
Account Manager: Subbaraju (Grey Group Singapore)
Account Manager: Vijay Jacob (Grey Group Bangalore)
Advertiser's Account Manager: D.S. Sachdeva (3M India Limited)
Producer: Liana Oh (Nemesis Pictures)
Media placement: Point Of Sale - Stationery Shops And Hardware Stores - 26 April 2010

Describe the challenges and key objectives
The market is filled with a variety of tape adhesive brands, so the challenge for the agency is to make the product properties stand out on the point-of-sale posters in an engaging and simple manner.

Describe the brief from the client

3M Super Heavy Duty Tape is conceivably the strongest heavy duty tape adhesive in the market. The Client tasked the Agency to highlight and show this unique product proposition to potential buyers and increase the brand recall in the market.

Describe how you arrived at the final design
We derived the core idea that adhesive tapes are usually used to stick paper on corners. Using characters of weight and sturdiness within each point-of-sale poster, we can clearly see how the strength of the heavy duty tape is depicted.

Give some indication of how successful the outcome was in the market
The poster met its objective to clearly show the product properties at the point of contact with potential buyers, seen from the increase in sales and brand recall.