2013 Winners & Shortlists

The Brief

The target audience was a range of expats who wanted pure, fresh air at home to protect themselves and their families from polluted air. We wanted to say that the Sharp Plasmacluster Air Purifiers were the best way to remove both odours and pollutants, giving one the freshest air at home. The strategy was not to engage them in press, but with an interesting creative inside each ITL Cosmos Sharp showroom. Accordingly, 2 exciting creative concepts were presented in showroom.

Creative Execution

Simply put, the creative got straight to the 'odour', which is that it showed exactly what the typical odours in a home were and how the Sharp Air Purifier captured these odours, and released fresh air.

Describe the creative solution to the brief/objective.

We created two roll-ups/window displays. One had an illustration of a chicken being strangulated by a hand that came out of a Sharp Plasmacluster Air Purifier. This was to suggest that the Air Purifier removes all offensive odours from one's home. Similarly, the second creative had an illustration of a fish being hooked by a line that came out of a Sharp Plasmacluster Air Purifier.

Results

Overall, the ambient roll-ups and showroom collateral were kept for a period of 3 months from March 2012 to May 2012. Since this was done Pre-summer, and Air Purifiers are in demand during the hot summers, the showrooms saw over a 100 Air Purifiers being sold thanks to the impact of this collateral.