Brief Explanation: Xtras regular customers are people who not only have high disposable incomes; they are also in-tune with design aesthetics. So, how do you please someone who already has much of what premium designer furniture can offer? Describe the brief from the client: Lighting and furniture retailer, Xtra, wanted a special way to thank their regular customers, and to remind them what made them so loyal in the first place. Description of how you arrived at the final design: We sent them a special edition lighting piece, with a letter of appreciation and assembly instructions. Inspired by minimalism and architecture, the design showcases light at its most beautiful. But more importantly, it engaged customers in a unique way, by allowing them to assemble and form their own designer item. Indication of how successful the outcome was in the market: The gift helped sustain Xtras brand image, keeping them profitable despite 2008s uncertain economic times. As a result, they opened a larger, more lavish showroom in January.
Advertiser/Client: XTRA FURNITURE Product/Service: LIMITED EDITION GIFT Entrant Company: McCANN ERICKSON Petaling Jaya, MALAYSIA Design/Advertising Agency: McCANN ERICKSON Petaling Jaya, MALAYSIA Creative Credits Name Company Position Kam Wei Fong McCann Erickson (m) Sdn Bhd Art Director Samantha Hepburn McCann Erickson (m) Sdn Bhd Copywriter Hwa McCann Erickson (m) Sdn Bhd Deputy Chairman/Ecd Szu Hung Lee McCann Erickson (m) Sdn Bhd Deputy Chairman/Ecd Andrew Pinto McCann Erickson (m) Sdn Bhd Brand Director Ben Chew McCann Erickson (m) Sdn Bhd Client Service Director Ming Yeo Ho Untold Images Photographer Jimmy Ong McCann Erickson (m) Sdn Bhd Print Producervia www.coloribus.com