Client: FMCG
Agency: Ogilvy Impact
Brief: Fiji-Inspired, Interactive Calendar
Big Kahuna was asked to design an interactive desk calendar for Ogilvy Impact’s leading FMCG client’s top 100 retailers. Having just spent a reward junket in Fiji where the overarching message was ‘Make A Difference’, Ogilvy’s client really wanted the calendar to remind the retailers of their trip and the sales techniques they had learnt there. Our job was to not make something ordinary — we didn’t.
With a quick, pre-Christmas turnaround, the calendar concept Big Kahuna created a stunning multi-purpose unit with a subtle nod to the ‘Make A Difference’ message with cogs to turn the various calendar dials so the retailers could physically make their own difference each day of 2012. For instance, when the month dial turned a new sales mantra appeared and when the pencil is twisted in its holder the day dial turns.
Always keen to boost the function and not just the fashion of any piece, BKI managed to incorporate the requirement for a pencil/holder into the very mechanism of the bespoke calendar. The post-it notes are tidily recessed — so that they don’t wind up like most post-it notes! And there was spot for business cards which is a handy vehicle reinforcing the business’ acumen.
Key to the brief for Ogilvy’s client was that their special retailers would retain whatever was offered to them at the Fiji junket. All too often trinkets such as plastic pens or gimmicky “yen-a-million” novelties commonly handed out at junkets and conferences hit the bottom of a waste paper basket before the content upon it is even read.
Big Kahuna incorporated 20mm-thick, solid acrylic, CNC-routed and laser cut custom-fabricated assemblies made in Sydney, Australia, to perfection. Even the brilliant shot of Fiji is more than just a pretty picture…
We designed into the gifting process removable and replaceable profile-cut slides so the one-year calendar would have perpetual interest and hopefully captivate the reseller and reinforce their association with Ogilvy’s client.
Working with trans-light technology such that the key artworks were translucently printed directly onto polyester, Big Kahuna took four vibrant pictures of Fiji’s stunning land and seascapes provided by Ogilvy Impact but only provided one slide with each calendar leaving the remaining three with the client’s sales representatives to give to their clients at quarterly visits. So not only are the slides stunning, trip-reminding pictures but also the perfect excuse for a visit.
The strategy served Ogilvy Impact’s Shalini Gonsalves well in selling in the endurance of the proposed calendar over other styles — the repeat face-to-face prospects arising from a ‘reason’ for the retailers to multiply receive the FMCG reps.