BLACK N' RED - THE ORIGINAL NOTEBOOK by Momentum London for Hamelin Brands

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BLACK N' RED - THE ORIGINAL NOTEBOOK

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Industry Stationery, Business equipment & services
Media Promo & PR
Market United Kingdom
Agency Momentum London
Creative Director Dave Lambert
Art Director Mark Atherton
Copywriter Steve Jenkinson
Photographer Paul Moffat
Released April 2010

Credits & Description

Category: Business products & services
Advertiser: HAMELIN BRANDS
Product/Service: STATIONARY
Agency: MOMENTUM WORLDWIDE
Date of First Appearance: Apr 10 2010
Entrant Company: MOMENTUM WORLDWIDE, Manchester, UNITED KINGDOM
EVP, Chief Strategy and Innovation Officer: Jon Hamm (Momentum Worldwide)
Art Director: Mark Atherton (Momentum Worldwide)
Copywriter: Steve Jenkinson (Momentum Worldwide)
Creative Director: Dave Lambert (Momentum Worldwide)
Group Account Director: Aidan Flynn (Momentum Worldwide)
Photographer: Paul Moffat (Paul Moffat Photography)
Retoucher: Nick Lamb (Curve Digital)
Media placement: Press Campaign Full page colour - The Times, Grazia, Shortlist, GQ, Metro, - 4 October 10
Media placement: Press Campaign 20x2 Full colour - The Times, Grazia, Shortlist, GQ, Metro, - 4 October 10
Media placement: Press Campaign Half page DPS colour - The Times, Grazia, Shortlist, GQ, Metro, - 4 October 10
Media placement: Press Campaign Full page colour - London Evening Standard, Stylist - 4 October 10
Media placement: Press Campaign 20x2 Full colour - London Evening Standard, Stylist - 4 October 10
Media placement: Press Campaign Half page DPS colour - London Evening Standard, Stylist - 4 October 10
Media placement: Press Campaign Full page colour - The Guardian - 4 October 10
Media placement: Press Campaign 20x2 Full colour - The Guardian - 4 October 10
Media placement: Press Campaign Half page DPS colour - The Guardian - 4 October 10

Describe the objective of the promotion.
The brief was to develop a campaign that helped professionals rediscover Black n’ Red notebooks and recognize that it remains an essential business tool, even in our technology-driven world. The objective was to influence brand preference with the ultimate aim of driving sales through retail and B2B channels.

Describe how the promotion developed from concept to implementation.
The Black n’ Red campaign originated from the insight that in the modern world the word ‘notebook’ has become synonymous with computer technology. This led to our campaign idea:
Black n’ Red - The Original Notebook. With this as a starting point, we created a series of press executions that harnessed the visual and written language of technology advertising. By playing on familiar terms, photography and art direction we were able to dramatise the key features of Black n’ Red notebooks across a number of impactful executions.

Explain why the method of promotion was most relevant to the product or service.
The Black n’ Red campaign had a distinctive visual style, wit and charm that resonated with the target audience. As a design icon the products themselves have barely changed in recent years but our work encouraged the target audience to look at the brand through a fresh set of eyes. At first glance, each execution looked like yet another exciting technology product launch, only with further scrutiny did our target audience discover that in fact they were reading about stationery not a “computer notebook.”.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Over 10 million professionals rediscovered the benefits of Black n’ Red notebooks.

More than 15,000 business people got the brand in their hands.

Following a year in decline, sales of Black n’ Red notebooks received a 25% uplift.

Thanks to its success, Hamelin Paperbrands have extended the campaign into 2011.