In quite a pickle
Office supplies Biella wants to position itself as an innovative brand. The platform for this is a stapler and two trend sportsmen.
Office supplies Biella wants to position itself as an innovative brand. Digitalization and mobile workplaces would lead to a paperless office. A survey of over 600 Swiss companies conducted by the Zurich research institute GfS in 2005 shows just how wrong these predictions were. In these companies, paper consumption has actually increased by a good 20 percent in recent years. At the same time, changing job profiles and increased efficiency have led to a rise in demand for simple but attractive organization tools that enable temporary filing, quick retrieval and professional presentation.
Biella has responded to the new requirements with the "designed for the mobile office" product line. The patented "Backflip" stapler, which won the iF Product Design Award, is representative of the modern product range. It was chosen for the launch of the line as it has the greatest potential for differentiation and image enhancement.
"Folders and filing systems are usually not specifically purchased and requested by consumers," says Biella Managing Director Stefan Bigler, summing up the office supplies market. It is correspondingly difficult to make newly developed items known to potential users.
As the target audience is hardly a walk-in customer of a stationery store, it has to be addressed via other channels. "How, where and with what measures can products be advertised in an oversaturated market that appear less spectacular at first glance?" was therefore the challenge facing Stefan Bigler and the team from Bern-based Polyconsult before the market launch.
Although the product can serve a wide range of consumers well, those responsible focused their measures in the first phase on the attractive target group of schoolchildren and students.
The actual backflip of an athlete, which ends abruptly in a daring fall, serves as the creative hook for the campaign. Like the well-known Ovomaltine commercials, Biella uses the pulling power of the trend sports of snowboarding and BMX to implement the key visual. In the case of Biella, you can't do it any longer, but, according to the message, right away: "Biella brings the backflip to everyone."
In the run-up to the campaign, broad-based VF measures had already prepared resellers and attracted the attention of customers. In classic advertising, Biella worked with Polyconsult to create two commercials that build a symbolic bridge between the athletes and the functionality of the saddle stitcher - both in action. After the first wave, which includes e-board spots, cards for free and posters, the measures will be shifted to the POS and probably to post TV in the fall.
Luca Aloisi
Biella has responded to the new requirements with the "designed for the mobile office" product line. The patented "Backflip" stapler, which won the iF Product Design Award, is representative of the modern product range. It was chosen for the launch of the line as it has the greatest potential for differentiation and image enhancement.
"Folders and filing systems are usually not specifically purchased and requested by consumers," says Biella Managing Director Stefan Bigler, summing up the office supplies market. It is correspondingly difficult to make newly developed items known to potential users.
As the target audience is hardly a walk-in customer of a stationery store, it has to be addressed via other channels. "How, where and with what measures can products be advertised in an oversaturated market that appear less spectacular at first glance?" was therefore the challenge facing Stefan Bigler and the team from Bern-based Polyconsult before the market launch.
Although the product can serve a wide range of consumers well, those responsible focused their measures in the first phase on the attractive target group of schoolchildren and students.
The actual backflip of an athlete, which ends abruptly in a daring fall, serves as the creative hook for the campaign. Like the well-known Ovomaltine commercials, Biella uses the pulling power of the trend sports of snowboarding and BMX to implement the key visual. In the case of Biella, you can't do it any longer, but, according to the message, right away: "Biella brings the backflip to everyone."
In the run-up to the campaign, broad-based VF measures had already prepared resellers and attracted the attention of customers. In classic advertising, Biella worked with Polyconsult to create two commercials that build a symbolic bridge between the athletes and the functionality of the saddle stitcher - both in action. After the first wave, which includes e-board spots, cards for free and posters, the measures will be shifted to the POS and probably to post TV in the fall.
Luca Aloisi
