Chung Hwa Pencil
/ Background /
Nowadays, people like to use computer or pen to write rather than pencil. How long do you write and draw without using pencil? Pencil is not just for recalling your memory, but also a healthy writing and drawing lifestyle for citizens. Chung Hwa’s pencil is the number 1 pencil seller in China. However, there are lots of competitors, like STAEDTLER and FABER-CASTELL in Hong Kong.
/ Band Image /
Chung Hwa’s pencil has a long history in Hong Kong. When we were young, we used pencil to do our homework and draw our pictures. Lots of people used Chung Hwa’s pencil when they were young. And we also found that the Chung Hwa’s pencil has different colour like yellow-black and red-black, but most of us will choose the red-black.
/ Insight /
Everything starts from rough and ugly.
GET / Mass audience
TO / To change their mind about Chung Hwa pencil’s image and attract them to buy
BY / Appreciate of Ugliness
STAGE ONE
Online Video
In order to build up the brand image, video is a must to give the message, tone and manner and mood directly for audience. Using Youtube, Roadshow and MTR Video are the best platform for target mass audience. And the video used hastag to people people to tag Chung Hwa pencil when they want to appreciate ugliness.
/ Online Video One /
/ Online Video Two /
/ Online Video Three /
Print
To target those who do not watch the video from online. The print show on the MTR 12 sheet, the place should choose near the big stationery shop, like Yau Ma Tei, which near to Chungnam stationery shop. The print shows the story about those characters in Video in order to make people to watch the video.
STAGE TWO
/ Social Media - Facebook /
/ Social Content /
STAGE THREE
/ Exhibition Ticket /
/ Exhibition Content /
