Color Paradise Print WORLD'S SMALLEST ART GALLERY by Grey Hong Kong

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Industry Cosmetics & beauty products
Media Print, Magazine & Newspaper
Market Hong Kong SAR China
Agency Grey Hong Kong
Associate Creative Director Henry Yim
Executive Creative Director Keith Ho
Creative Director Davey Lui
Art Director Hui Ka Kit, Jeff Lai
Copywriter Kristie Chen
Illustrator Leon Lai, Sam Lo
Released August 2011

Credits & Description

Category: Best Use of Ambient in a Promotional Campaign
Product/Service: ICE GEL GEL NAIL
Executive Creative Director: Keith Ho (Grey Group Hong Kong)
Group Creative Director: Nicholas Hong (Grey Group Hong Kong)
Creative Director: Davey Lui (Grey Group Hong Kong)
Associate Creative Director: Henry Yim (Grey Group Hong Kong)
Copywriter: Kristie Chen (Grey Group Hong Kong)
Art Director: Jeff Lai (Grey Group Hong Kong)
Art Director: Hui Ka Kit (Grey Group Hong Kong)
Vice President/Account Management/APAC: Susanna Lee (Grey Group Hong Kong)
Account Director: Melody Siu (Grey Group Hong Kong)
Illustrator: Leon Lai/Sam Lo
Media placement: Ambient - Cube Shop - 15 August 2011

Describe the objective of the promotion.
Ice Gel is a professional fingernail paint brand that offers a huge range of colours, superior technology, and amazing results. The brand believes that nail painting is an art, so it wanted to promote this proposition to a new market in Hong Kong and build brand awareness within a limited budget.

Describe how the promotion developed from concept to implementation.
We realised the best way to make Ice Gel popular with salons and stylists was actually to skip them. We went straight to the end-consumer with an idea that was not just engaging but economical. We rented a 1-foot-square 'Cube Shop' in a shopping mall surrounded by nail salons and used the space to display The World's Smallest Art Gallery, a showcase for works of art created with Ice Gel.

Explain why the method of promotion was most relevant to the product or service.
Ice Gel allows stylists to paint incredibly detailed works that transform fingernails into works of art. So, creating an art gallery was natural. We also knew that our targets liked to frequent trendy shopping malls where Hong Kong's high rents have led to the proliferation of Cube Shops. By being the first to use a Cube Shop for advertising, we positioned our message in a highly targeted environment and enhanced the creative image of the brand. Visitors to the museum could scan a QR Code to instantly visit Ice Gel's website, enabling consumers to become style-setters before their own stylists.

Describe the success of the promotion with both client and consumer including some quantifiable results.
With a budget of just US$1,000, the campaign was highly effective. In just 1 month, the QR Code generated 24,000 page views for Ice Gel's website against projections of just 1,500. New client bookings increased 10% in the next 3 months for their flagship nail salon. And telephone enquiries were up 30%. Women began asking for Ice Gel by name at their favourite salons.