Staedtler: MEMOJI

Credits & Description:

Agency: Leo Burnett, Hong Kong
Category: APP
Client: Staedtler
Creative Director: Brian Ma, Alfred Wong, Wen Louie, Kenny Ip, Kennedy Pang, Hoi Yiu
Creative Team: Ra Tang, Kenny Ip, Jessie Fung, Jimmy Chan
Account Director: Margaret Chan
Account Service Team: Hanford Sheng
Client Marketing Director: Kenneth Li
Production Company: Programmer: cccdi ltd
Illustrator: Leo Yeung
CEO/ECD level: Connie Lo (ECD)
WEBSITE
http://www.work-archive.com/~awards/hk/Staedtler/Memoji.html
Client Brief Or Objective
Since 1834, STAEDTLER coloured pencils have allowed generations of people to express themselves freely and creatively. Nowadays, however, people rely mostly on texting through mobile devices to communicate thoughts and feelings. How do we revive the relevance of STAEDTLER coloured pencils by letting people rediscover this expressive analog experience on a standardized digital mobile device?

Implementation
In Asia, emoji is very popular as a way to add personal touches and emotions to otherwise very impersonal text messages. But are these cookie-cutter graphics enough to express every individual’s unique feelings?Introducing “MEmoji”, a mobile app that allows you to use virtual STAEDTLER coloured pencils to create your very own emoji, or MEmoji. Once created, your MEmoji can immediately be used on different messaging platforms and social media. You can also share your MEmoji with other users or download their creations through the app, allowing everyone to share and express their uniquely illustrated feelings around the world.

Execution
With the integration of smart phone technology, STAEDTLER’s “MEmoji” makes the original drawing experience relevant again by linking it to people’s current communication behavior. The brand image of STAEDTLER coloured pencils is therefore reinforced: the best tools to illustrate your thoughts and feelings, anytime, anywhere.

Outcome
- Thousands of people downloaded the app in the iTunes App Store and Android Market.- Over 2,000 MEmoji were created in the first week.- People spent on average 5 minutes to create each MEmoji.- Sales increased 10% and continue to grow.- Most importantly, everyone could illustrate their feelings, genuinely and uniquely.