We developed a range of creative approaches all aimed at the female market and all using the brand colours of yellow and purple in various ways to provide a strong visual cue to the product.
The two strongest themes were then used in focus groups to identify the best route for the campaign.
The first showed unfashionable 'tacky' items with notes stuck to them. The handwritten message 'Not just tacky…' used the double meaning of 'tacky' to great effect with the branding as the sign-off.
The second, and ultimately preferred, creative used a heroine in everyday scenarios sticking notes with her 'assertive' messages on to surfaces where you would not normally place post-it® notes.
The sign-off line 'You know where you can stick it' again provides a dual meaning – the key product message that you can stick Post-it® Super Sticky notes virtually anywhere and a humorous subtext to the handwritten message. This creative route helped to tie the product more directly to the target audience.
Four creative executions were agreed. Models and props were sourced and photography was shot in three locations plus studio shots.
Every image required multiple shots to match the approved visuals. All imagery was then pieced together in PhotoShop to create a striking set of ads (see examples below).
Design and artwork was created for the advertising campaign, which ran across 13 publications and delivered a hugely successful product launch with the ads pushing 160k customers to the microsite to claim free samples of the New Super Sticky Post-it® notes.
When large meetings use multiple pages on their marketing charts it can become a little 'Heath Robinson': pages heaped on the floor bits of tape sticking them to surfaces they won't stick to.
The whole flow of thinking can become confused. The Post-it® charts are a neat way for those meetings to organise the visual thought process by being able to peel off each sheet and then stick it to virtually any surface without it falling off - just like a large Super Sticky Post-it® note. All they needed were ideas on how to bring this great idea to the market.
One of our initial ideas took the form of a ‘Squirrel Nutkin’ scenario.
Nutkin leaves small Post-it® notes around the forest inviting all the squirrels to a large meeting. At the meeting, Nutkin, armed with his Post-it® Meeting Chart lays out how they can get across the sea to the Island of 'Post-it Wood' to gather all the lovely acorns.
We had initially visualised this as an illustrated piece of direct mail - so the story would gradually unfold to deliver the call to action. However…
3M loved the concept but wanted it to be more photographic!
Our strategy was to photograph lots of plants, trees, leaves and squirrels (OMG!) and then piece this together to create a similar story - thankfully not squirrels on Post-it® Meeting Chart paper airplanes!
Still, this was no small task. A week of photography ended with the squirrels of Regents Park performing for the camera - bribed with peanuts tied to a stick; fishing for squirrels I suppose you could call it! And it worked very well indeed.
The shots were retouched together to create a series of charming images that revealed the revised story.
The launch campaign consisted of an A1 cover sheet that went inside a poly-wrapped Post-it® Meeting Chart (which was mailed to top tier customers) and an 8 page A5 mailer with branded covering envelopes (which went to tier 2 customers and prospects). The images below show the final A5 mailer.