Category: Best Use of Ambient Media: Small Scale
Advertiser: BOSCH
Product/Service: BOSCH QUIGO
Agency: MANAJANS/JWT
Chief Creative Officer: Tugbay Bilbay (Manajans JWT)
Creative Director: Gürkan Çanakçı (Manajans JWT)
Creative Director: Sami Basut (Manajans JWT)
Art Director: Güney Türkel (Manajans JWT)
Copywriter: Gözde Dilek (Manajans JWT)
Client Services Director: Fulya Ozarı (Manajans JWT)
Account Director: Ece Ozyurt (Manajans JWT)
Accoun Executive: Pelin Karagöz (Manajans JWT)
Media placement: Sticker - Milk Gallery - 18 April 2012
Media placement: Sticker - Detay Arts Frame House - 19 April 2012
Media placement: Sticker - Polaris Center - 18 April 2012
Media placement: Sticker - Alan Art Gallery - 19 April 2012
Media placement: Sticker - Shopping Center - 18 April 2012
Media placement: Sticker - Mavra Cafe - 18 April 2012
Media placement: Sticker - Cafe Boom - 19 April 2012
Insights, Strategy & the Idea
Whatever you want to put on the wall, the Bosch Quigo will make sure you get it precisely in line. This small cross line laser is self-levelling, which means that it automatically aligns its laser beam. Our client wanted us to make Quigo famous amongst art and photography lovers. Our audience were completely unaware of the product. When we explored our audience we found out that they liked to discover information themselves. They were more likely to remember a message once they were involved in the process. We needed to challenge them to interact with our message. So began our challenge. We decided to partner with art galleries, frame stores and shopping centres where frames were supposed to be precisely in line. But the frames we put were not in line. So if you were obsessed with alignment you had to align it yourself. Then you were face to face with our message and was invited to meet Bosch Quigo.
Creative Execution
The creative solution was to trigger obsession about symmetry. We partnered with frame shops exhibition venues and some public areas and we hung some frames inclined to left or right. The imperfections invited people to touch and correct the frames and thus they saw our stickers placed under the frames. The sticker asked a question. Obsessed with alignment? and addressed the solution. Bosch Quigo laser. Aligns perfectly. The audience wherever they saw frames found our stickers. Many people tweeted about their experience in social media and blogs.
Results and Effectiveness
People who are obsessed with alignment were hooked with the message and so began social buzz amongst them. Some art columnist wrote about this alignment obsession. Bosch despite having never received any calls about the subject before, started getting inquiries. (58 inquiries in the first week of activation, still increasing ). The product was even invited to some do it yourself stores for demonstration. A small sticker with no cost at all started the conversation. And it still keeps going.