Boh Promo, Case study CALM OFFICE by M&C Saatchi Kuala Lumpur

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Industry Coffee, Tea, Breakfast Drinks
Media Promo & PR, Case study
Market Malaysia
Agency M&C Saatchi Kuala Lumpur
Executive Creative Director Henry Yap
Creative Director Neil Leslie
Copywriter Farrokh Madon, Julian Matthew Edwin
Designer Melissa Goh
Typographer Chee-Wee Choo, Pauline Ang
Illustrator Loh Kin Sun
Released December 2011

Credits & Description

Category: Best Use of Ambient Media: Large Scale
Product/Service: BOH CAMOMILE TEA
Chief Creative Officer: Farrokh Madon (M&C Saatchi)
Executive Creative Director: Henry Yap (M&C Saatchi)
Group Creative Director: Marzuki Maani (M&C Saatchi)
Creative Director: Neil Leslie (M&C Saatchi)
Art Director: Melissa Goh (M&C Saatchi)
Art Director: Choo Chee Wee (M&C Saatchi)
Copywriter: Farrokh Madon (M&C Saatchi)
Copywriter: Julian Matthew Edwin (Design Factory)
Designer: Melissa Goh (Design Factory)
Typographer: Pauline Ang (M&C Saatchi)
Typographer: Choo Chee Wee (M&C Saatchi)
Agency Producer: Sebastian Ng (M&C Saatchi)
Illustrator: Loh Kin Sun
Media placement: Poster - Prominent Office Buildings In The City, Including The Iconic BSC Office Tower. - 15 December 2011

Insights, Strategy & the Idea
People are most stressed at work. We wanted to position BOH Camomile Tea as the calm moment in a crazy day to office workers. By placing the posters on the doors of one of the most prominent office buildings in the city, we drew considerable attention to the brand message.

Creative Execution
One glass sliding door had a coloured image of a harried office worker. When the other door with a red transparent poster panel (featuring a cup of steaming hot BOH Camomile Tea plus the logo and tagline) rolled over it, people entering the building could see the chaotic office scene transformed into a calmer scene, after the stressed out man had sipped from a cup of BOH Camomile Tea.

Results and Effectiveness
This was one part of the campaign so it is not possible to draw a direct co-relation between these posters and product sales. However, the Posters got considerable attention on social media sharing sites.