Scotch Tape - Most Gifted Wrappers
The Ask
Create a compelling holiday program that demonstrates Scotch Tape's expertise in gift wrapping, drives contest participation and increases sales during the holiday season.
The Answer
Utilize Santa's Elves, the greatest gift wrappers in the world, to highlight the benefits of the different Scotch Tapes and increase presence and awareness at retail.
The Results
Shopper program, with customizations for key retailers
7 animated videos
1 childrens' book
1 coloring book
Multi-year program
Awards
Reggie Award - National Consumer (under $3,000,000)
Animated Videos
Videos introduced each of the Scotch Elves and what made the tape they used the perfect tape for holiday gift wrapping.
Childrens' Book
Childrens' book and coloring book could be downloaded online or available as a giveaway in-store.
Social Media
Social media drove awareness and participation.