UU 3D CUSTOM FIGURINES by Kinetic Singapore for Kinetic Engineering

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UU 3D CUSTOM FIGURINES

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Industry Advertising agencies, Business equipment & services
Media Promo & PR, Design & Branding, Case study
Market Singapore
Agency Kinetic Singapore
Art Director Lim Shue Pann, Astri Nursalim, Gian Jonathan, Jack Tan
Copywriter Catherine Phua
Designer Sean Tiang
Photographer Ivanho Harlim, Shysilia Novita, Clay Kuok
Released November 2013

Awards

Cannes Lions, 2014
DESIGN LIONS 360° BRAND & IDENTITY EXPERIENCE: CONSUMER SERVICES BRONZE

Credits & Description

Type of entry: 360° Brand & Identity Experience
Category: Consumer Services
Advertiser: KINETIC + SCOTTS SQUARE + MIKANBAKO
Product/Service: UU 3D CUSTOM FIGURINES
Agency: KINETIC SINGAPORE, SINGAPORE

Client: KINETIC + SCOTTS SQUARE + MIKANBAKO
Product: UU 3D CUSTOM FIGURINES
Entrant: KINETIC SINGAPORE, SINGAPORE
Type of Entry: 360° Brand & Identity Experience
Category: Consumer Services
Entrant Company : KINETIC SINGAPORE, SINGAPORE
Media Agency : KINETIC SINGAPORE, SINGAPORE

Creative Director: Pann Lim (Kinetic Singapore)
Art Director: Astri Nursalim (Kinetic Singapore)
Art Director: Sean Tiang (Kinetic Singapore)
Art Director: Gian Jonathan (Kinetic Singapore)
Art Director: Jack Tan (Kinetic Singapore)
Art Director: Pann Lim (Kinetic Singapore)
Designer: Sean Tiang (Kinetic Singapore)
Copywriter: Catherine Phua (Kinetic Singapore)
Photographer: Ivanho Harlim (Por Avion)
Photographer: Shysilia Novita (Por Avion)
Photographer: Clay Kuok (Kinetic Singapore)
Developer: Noel Chan (Kinetic Singapore)
Developer: Tori Kuncoro (Kinetic Singapore)
Videographer: Desmond Tan (Ktv)
Videographer: Ong Tze Ni (Ktv)

Brief Explanation:
The challenge was to create a set of campaign materials that could clearly communicate what the project was about – given that it's totally new to the Singapore audience – and yet be captivating and cohesive. Adding to the challenge was the fact that the client didn't even have a name for the brand/store, and we had to start with a really clean slate.

Describe the brief from the client:
With 3D printing creating such a buzz around the world, this pop-up studio was conceived to introduce the phenomenon to Singapore. Using the latest in 3D scanning and printing technology, consumers would be able to create custom figurines – a small version of themselves.

In addition to naming the store/brand, we were tasked to develop a full set of branding and communication materials. This included the interior design of the pop-up studio itself, as well as various ways of spreading the word about the project.

Design Process:
Inspired by the miniaturization process, we came up with the name “Uu”. The upper case “U” represents the consumer (the 'big you') while the lower case “u” represents the figurine (the 'small you'). This juxtaposition between big and small is played out throughout: from the logo and the posters, to the gallery display and the photobooth installation within the store, and more.

Results:
During the one-month campaign period, Uu garnered 3,871 fans on Facebook, with an engagement rate of 27.5%. The website saw 10,889 visits, out of which 8,072 were unique visitors. Uu was also covered extensively by the media, generating a PR value of over S$655,000.

At the store level, close to 3,000 customers walked in to view the exhibition, view the scanning process, and/or get their figurines made. Sales exceeded the target by 500% with 219 unique scans and a total of 267 figurines ordered. The figures also bested the previous world record for the most number of scans per day.