Faber-Castell: The Never-Ending Forest App

Credits & Description:

Title: The Never-Ending Forest App
Agency: David The Agency
Brand: Faber-Castell
Country: Brazil
Entrant Company: David The Agency, São Paulo
Advertising Agency: David The Agency, São Paulo
Production Company: Vetor Zero, São Paulo
Additional Company: Punch Audio, São Paulo / Faber-Castell Brazil, Sao Paulo
Chief Creative Officer, Founder: Anselmo Ramos (David)
Creative Vp: Rafael Donato (David São Paulo)
Creative Director: Edgard Gianesi (David São Paulo)
Head Of Production: Rafael Rosi (David São Paulo)
Head Of Planning: Daniela Bombonato (David São Paulo)
Planner: Beatriz Milani (David São Paulo)
Art Director: Pablo Manzotti (David São Paulo)
Copywriter: Luiz Alexandre Musa, Rodrigo Santanna, Edgard Gianesi (David São Paulo)
Producer: Paty Silveira (David São Paulo)
Account Director: Rodrigo Kozma (David São Paulo)
Account Executive: Giovana Zanfelicce (David São Paulo)
Director: Luiz Evandro (Vetor Zero)
Executive Producer: Francisco Puech (Vetor Zero)
Associate Excutive Producer: Andre Semglia (Vetor Zero)
Associate Excutive Producer: Eliza Damazio De Mello (Vetor Zero)
Director Of Photography: Claus Stellfeld (Vetor Zero)
Art Director: Davi Maine (Vetor Zero)
Production Editor: Rodrigo Guimil (Vetor Zero)
Project Manager: Giovana Ferreira (Vetor Zero)
Technology Director: Ohmar Tacla (Vetor Zero)
Development / Digital Director: Eduardo Bolletto (Vetor Zero)
Development / Digital Director: Jefferson Scomacao (Vetor Zero)
Sound Mix / Composer / Producer / Account: Cristiane Oliveira - Karina Coviello (Punch Audio)
Sound Mix / Composer / Producer / Account: Gabriel Duarte - James Muller (Punch Audio)
Sound Mix / Composer / Producer / Account: Lili D. Aragoni (Punch Audio)
Sound Mix / Composer / Producer / Account: Mariano Alvarez - Cristiano Pinheiro (Punch Audio)
Marketing Director: Eduardo Ruschell (Faber-Castell)
Communications Manager: Elaine Mandado (Faber-Castell)
Product Manager: Guilherme Vieira (Faber-Castell)
Campaign Description:
The Never Ending Forest is an app that works like a game. Using Augmented Reality, it shows Ecopencils Faber-Castell transforming into animals when kids point the camera of their phones to a different colour of pencil. Twelve different animals were released, matching with the twelve colours of the new Faber-Castell Ecopencil case.The app also allows kids to take pictures with the animals they unlock, to collect them, to get information about animals and also to colour and customize their own version, seeing them coming to life using Augmented Reality too.
Execution:
The campaign started in early December as a teaser, using tradicional and social media, to raise awareness about the importance of using Faber-Castell Ecopencils made of reforested wood. The app was launched a month later, matching with the moment when kids came back to school for a new term. The animals that live in the forest where the Ecopencils come from were used as the main visual hook to engage kids in a game using augmented reality. By pointing their camera phones to a pencil, kids could see the pencil transforming into an animal. The idea was to collet them, unlocking new functions within the app. In the first week, only three of the twelve collectible animals were available. And every following week a new animal was released, keeping kids engaged in the activity for longer.
Strategy:
Kids love spending time playing games on their mobiles, taking and sharing pictures and watching Youtube videos. Targeting kids age 7 to 12-years-old, the approach Faber-Castell took was to find an intersection between two territories: the cultural relevance of gaming and the importance of using pencils made of reforested wood.
Synopsis:
Every new school term is crucial for the pencil business category. But how to compete for kids attention when we talk about pencils but the main thing kids have in their hands nowadays is a mobile phone?Faber-Castell created a mobile centric campaign. Having an app as the centre of all activities, but also making usage of traditional and social media. Since Ecopencils are made from reforested wood, the app introduced kids to the idea of reforestation and the importance of using an Ecopencil Faber-Castell to preserve trees and also to preserve animals that live in the forest. The app worked like a game, using augmented reality to transform pencils into animals, every time kids pointed their phone cameras to a pencil. The final go was to stimulate kids imagination and also their notion of environmental preservation.
Outcome:
The Never-Ending Forest app had 600.000 downloads in 90 days, which represents 150% over the initial business target. It was the most downloaded educational app at AppStore Brasil and a Top5 entertainment app at Google Play Brasil. In total, the campaign had 76 million impressions, 12 million impacts, 18 million views and 4,5 million engagements on Facebook and Instagram.