2017 Winners & Shortlists

The Campaign

Though furniture designers use CAD software for their designs, the initial ideas still take shape on paper as a first rough sketch. To get designers to use a finish that’s alien to them, Jotun made it feel completely natural. They introduced the Powder Coating Pencils, custom colored pencils that match Jotun’s latest powder coatings. And they wrapped them in a familiar way - a custom pencil case. Sent as a targeted DM to furniture designers around the world, it came with brochures inspired by their own sketch pads and samples that show what powder coating adds to their designs. With custom pencils, for the first time ever, furniture designers could try finished looks on their first sketches. And Jotun Powder Coatings were part of their design thinking before they considered established options. It was a product they didn’t know, but it was delivered in a design language they spoke fluently.

Creative Execution

Realising the Powder Coating Pencils was an 8-month process that brought together producers and suppliers in the UAE, the United States, Mexico and China. In the end, we received 26,000 pencils to produce 1,000 units unlike any collection of colored pencils ever produced before. All of the design elements of the final unit were inspired by the rough sketch style of furniture designers and even the choice of materials reflected that. The included brochures are made to resemble sketch pads in their feel, use and appearance.

Describe the success of the promotion with both client and consumer including some quantifiable results

The Powder Coating Pencils prompted a double-digit incremental lift in response, to an industry-leading 15% response rate. Not only have furniture companies shown interest in finding out more about using powder coating, one company is even investing in modifying their application lines to be able to use Jotun Powder Coating for their upcoming collections.

Explain why the method of promotion was most relevant to the product or service

The Powder Coating Pencils don’t just raise awareness for Jotun; they create immediate engagement with the brand and product. They give the audience a role to play in the brand comms and allow them to draw their own conclusions (pun intended) about powder coatings for furniture. More than just marketing, the Powder Coating Pencils are tools which are being embraced by designers around the world. As such, they have proven highly successful in introducing Jotun Powder Coatings to the world of furniture designers.

Though furniture designers use CAD software for their designs, the initial ideas still take shape on paper as a first rough sketch. To get designers to use a finish that’s alien to them, Jotun made it feel completely natural. They introduced the Powder Coating Pencils, custom colored pencils that match Jotun’s latest powder coatings. And they wrapped them in a familiar way - a custom pencil case.