Tóm tắt: Paper Mate launch InkJoy bằng truth office: ít người mua bút vì hay “cầm nhầm”. Positioning vui: InkJoy đáng bị lấy đến mức “world’s most stolen” — wanted poster, #StolenPen, crime-TV adjacency.
Bối cảnh
- Category sleepy; awareness Paper Mate cao nhưng purchase thấp.
- Product: InkJoy = viết mượt kiểu rollerball trong mass ballpoint.
Insight
“Why buy when I can steal from the office?” — biến guilt nhẹ thành pride of ownership / joke collective.
Ý tưởng
World’s Most Stolen Pen / Office Crime Watch — brand giúp bạn “bảo vệ” bút yêu khỏi tội phạm văn phòng quen thuộc.
Thực thi
| Layer | Chi tiết |
|---|---|
| Markets | US rồi AU, BR, CO, MX, NZ → CA, FR, PL… |
| Agency | Energy BBDO + Zócalo (MediaPost) |
| TV | Cable crime/drama adjacency (Bravo, TNT…) |
| Social | FB app wanted poster (ảnh đồng nghiệp nghi phạm); #StolenPen |
| Stunt | Surveillance cam HQ; sample trong “armored safe” |
| Retail | Try-me displays |
Kết quả
- Internationalist Awards Gold Digital 2013 narrative: engagement quanh theft joke + push to FB.
- Awareness / share lift — số cứng market share
[CẦN XÁC MINH]theo thị trường.
Bài học
| Làm | Ý nghĩa |
|---|---|
| Human truth > feature dump | “Stolen” emotive hơn “smooth ink” thuần |
| UGC tools | Wanted poster = participation |
| Category humor | Low-involvement product cần play |
| Disambiguate BIC | DigiTalk slug = Paper Mate campaign |
Nguồn tham chiếu công khai
- https://www.brandsvietnam.com/congdong/topic/284-paper-mate-tat-ca-chung-ta-deu-tung-la-mot-ten-trom
- https://www.mediapost.com/publications/article/165213/paper-mate-launches-most-stolen-pen.html
- https://www.internationalist-awards.com/digital_2013/gold-papermate.html