.It all started with Richard Drew, a young engineer at 3M, who invented the Scotch® cellulose adhesive tape. This tape, which later became known as “cellophane tape”, represents an interesting moisture-resistant option for packaging in shops and bakeries. This tape helped citizens “cope” during the Great Depression, as it allows them to make simple repairs of household items.
At Scotch®, they believe in innovation and ingenuity. Their goal is to get people to discover the magic of what they are able to do with their own hands. And to get it right, they need the right tools. For every project and every need, there is a Scotch® brand product.
THE REQUESTAlthough the Scotch® brand is known worldwide, it has strong competitors today. Therefore, Grupo WDi was asked to prepare a campaign as much complete as possible to increase sales and strengthen the branding. Taking also into account the international campaign with the Christmas elves (characterized elves of each product with certain characteristics).
There was something important to solve: how to engage consumers so to became experts in wrapping presents this season, strengthening the branding and increasing sales? How to increase sales if Scotch® products are the most expensive in the market? How to make the consumer understand that the reason of their price is because they offer the best solutions (scientifically proven)?
Grupo WDi proposed a 360 strategy, defined the target audience and thoroughly planned the steps to obtain an attractive and effective result.The goal of these campaigns is to engage their consumers, reaching them with the message in an effective way but without saturating them.
Various actions were taken:
-For the Street Marketing campaign, we took the true “Santa Workshop” on wheels to the streets of Madrid and Barcelona. This workshop would stop at strategic points, connecting with the target audience and offering different activities and workshops to learn how to wrap gifts in the most original way. In addition, in Madrid, we counted with the collaboration of the blogger Gema (from El tarro de ideas), very committed to DIY and stationery, who helped those interested with advice, demonstrations, gifts…
-A very successful action was developed at the point of sale: different Christmas elves were distributed in different points of sale throughout Spain, giving tips and very special gifts to all curious and buyers.
-To be able to develop all these actions, it was necessary to design different elements such as posters, information leaflets, personalized gift wrapping paper, personalized gift stickers for the brand, banners…
Grupo WDi has been lucky to be chosen to design and carry out a comprehensive Christmas campaign for Scotch tapes. This campaign consisted of the following actions:
– Street Marketing in the cities of Madrid and Barcelona.
– Presence in superstores and department stores throughout Spain.
– Presence in stationery and specific points of sales for this type of products.
– Presence in social networks like Facebook, Twitter and Instagram.
– Presence in the written press.
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