Diy Living Film DIY Packaging by Publicis Singapore

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DIY Packaging

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Industry Household maintenance & pet products
Media Film
Market Singapore
Agency Publicis Singapore
Executive Creative Director Ajay Thrivikraman
Photographer Sebastian Siah Of Shooting Gallery Asia
Editor Matthew Koch
Released October 2012

Credits & Description

Category: Best Use of Shopper Marketing in a Promotional Campaign
Advertiser: DIY LIVING
Product/Service: DIY LIVING
Agency: PUBLICIS SINGAPORE
Senior Art Director: Tattoo Yar (Publicis Singapore)
Senior Copywriter: Nikhil Panjwani (Publicis Singapore)
Executive Creative Director: Ajay Thrivikraman (Publicis Singapore)
Executive Producer: Annie Ang (Publicis Singapore)
Production Head: Patrick Ong (Publicis Singapore)
Photographer: Sebastian Siah (Shooting Gallery Asia)
Executive Producer: Micheal Kan (Shooting Gallery Asia)
Supervising Producer: Sun Renjie (Loco Motion)
Editor: Matthew Koch (Loco Motion)
Media placement: Packaging(Wardrobe/coffee Table) - In-Store - 15th January 2012
Media placement: Packaging(Bench/Lamp) - In-Store - 15th January 2012
Media placement: Packaging (Cabinet/Stool) - In-Store - 15th January 2012

Describe the objective of the promotion.
DIY stores are a dime-a-dozen in Singapore, catering to value-based customers looking for functionality at an affordable price. Our job was to make DIY Living stand out amongst the clutter. How could we make customers choose our brand over other DIY stores when all the product offerings were at parity?

Describe how the promotion developed from concept to implementation.
We gave customers more bang for their buck, without spending too much of our own. Sticking to the DNA of DIY, we redesigned our packaging such that after the furniture was assembled, the boxes could be assembled into usable furniture.
Using quirky stickers on the packaging, we managed to
a) tempt customers with an offer too good to ignore
a) demonstrate the simple ways of turning the packaging into furniture.
These were displayed in-store.

Explain why the method of promotion was most relevant to the product or service.
Being a small brand with limited budgets, it was essential to think beyond traditional media.
We used free media (our own packaging) to communicate the DIY philosophy and an irresistible offer. Thus giving customers reason to choose us over other brands.
Not only did it become a fun, playful way of establishing the DIY Living brand in the customer’s mind, it also made practical use of something that’s otherwise thrown in the trash.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Since the recycled furniture was displayed next to the actual furniture, we were able to immediately gain the attention of our customers at the point of sale. It didn’t take much convincing after that. Consumers went back home, happier knowing they’re getting more than what they’d bargained for.
Calls kept pouring in from people who saw the quirky furniture at their friend's place. Many who visited the store requested a live demonstration. The client was thrilled as we managed to increase the awareness of DIY Living. Sales went up by 14% in the very first quarter.