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Industry Toys
Media Print, Magazine & Newspaper
Market Singapore
Agency Y&R Singapore
Executive Creative Director Edward Ong
Art Director Jules Kim, Dian Widjaja
Copywriter Emir Shafri
Producer Cassandra Chia
Photographer Teo Chai Guan, Teo Studio
Released April 2012

Credits & Description

Category: Best Use of Guerilla Marketing in a Promotional Campaign
Advertiser: NERF
Product/Service: TOYS
Art Director: Dian Widjaja (Y&R Singapore)
Art Director: Jules Kim (Y&R Singapore)
Copywriter: Emir Shafri (Y&R Singapore)
Executive Creative Director: Edward Ong (Y&R Singapore)
Art Buyer: Kirby Ho (Y&R Singapore)
Producer: Cassandra Chia (Y&R Singapore)
Photographer: Chai Guan Teo (Teo Studio)
Chief Client Officer: Melvin Kuek (Y&R Singapore)
Retoucher: Sam Ng (Y&R Singapore)
Media placement: Physical Collateral - Y&R Group - 23 April 2012

Describe the objective of the promotion.
In the epic battle for retail space, Nerf faces tough competition from countless other toy weapons. Nerf needed a way to promote itself to retailers, in order to expand its existing retail territory, and reinforce its existing retail presence by improving shelf space.

Describe how the promotion developed from concept to implementation.
Success in the retail battlefield required arming Nerf's soldiers at the 'frontline'—the retail relationship managers—with a weapon that'll help them leave a lasting impression with their retail allies.

We armed retail relationship managers with something that they can leave behind that'll not only be memorable, but also invoke the same joy you'd have blasting at each other with a Nerf gun: the coin shooter business card. It's definitely a business card you won't leave in the drawer!

Explain why the method of promotion was most relevant to the product or service.
For decades, Nerf has been renowned for their toy weapons. Homes, playgrounds, and even offices from Seattle to Singapore have been peppered with Nerf's foam darts.

This business card isn't just a business card. It's a toy weapon. It's a pocket-sized nod to what Nerf's famous for.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The coin shooter business card has helped retail relations managers blow Nerf's competitors out of the retail waters. By handing out this memorable business card together with proposals and during initial meetings with retailers, Nerf received more callbacks, with more stores already stocking Nerf products. The card has also helped Nerf reinforce its existing retail presence, with improved shelf spaces in several existing stores. At the point of submission, we're still finalising the results. Feel free to contact us for more detailed figures.

Oh, and fortunately, there haven't been any major injuries resulting from coin projectiles. Yet.