Tok&Stok: Twitter Manuals by DDB Sao Paulo for Tok&stok

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Tok&Stok: Twitter Manuals

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Industry Household maintenance & pet products
Media Digital, Interactive & Mobile
Market Brazil
Agency DDB Sao Paulo
Executive Creative Director Marco Versolato, Jaques Lewkowicz
Creative Director Andre Pedroso, Joao Carlos Mosterio, Daniel Bottas
Released May 2011

Credits & Description

Category: Retail and E-Commerce, including Restaurants
Advertiser: TOK&STOK
Product/Service: FURNITURE STORE
Agency: DDB BRASIL
Date of First Appearance: Apr 27 2011
Entrant Company: DDB BRASIL, São Paulo, BRAZIL
Entry URL: http://69.59.17.174/c/manualem140cc/
Media Vice President: Monica de Carvalho (DDB)
General Media Director: Alessandra Gambuzzi (DDB)
Media Director: Soraya Sobral (DDB)
Media Supervisor: Patricia Oliveira (DDB)
Media Supervisor: Yatan Cenciales (DDB)
Chief Creative Officer: Sergio Valente (DDB)
Executive Creative Director: Marco Versolato (DDB)
Creative Director: Joao Mosterio/Andre Pedroso/Daniel Bottas (DDB)
Creatives: Marcelo Bruzzesi/Ulisses Razaboni/Marcos Abrucio (DDB)
Media placement: Social Media - Twitter - 27/07/2011

Insights, Strategy & the Idea
Those who have already bought furniture at TOK&STOK know that its furniture is really easy to assemble. More than doing an ad, we wanted to convey this benefit in a new and interactive way. And make new customers understand how easy it is to assemble its furniture.

Creative Execution
To show how easy it is to assemble furniture from TOK&STOK, we decided to put the assembly instructions manual on a profile in Twitter. We reduced each manual to a maximum of 140 characters including the link to the furniture’s diagram. All consumers had to do was find the corresponding hashtag and follow instructions. We put stickers on the store’s furniture and also on the boxes, driving customers to Twitter (twiiter.com/manuais_tokstok) and to the furniture’s hashtag.

Results and Effectiveness
The action drew the media’s interest and caught the attention of current and new customers, architects, and designers. TOK&STOK positioned itself as an innovative and creative company. Those who had already bought TOK&STOK furniture received a useful tool. Those who hadn’t, found out that their furniture is really easy to assemble. And the environment also liked the solution: each manual on Twitter saves a sheet of paper.