Premium Tissue Moments 比赛结束
eYeka 快速解决方案

Create an ad that illustrates a moment everyone can relate to where the quality of the tissues of SCA brands (Lotus, Tempo, Zewa) makes a difference!

开始 2015年7月23日 结束 2015年8月09日 23:59 UTC 审议 结果 2015年10月
开始
2015年7月23日
结束
2015年8月09日 23:59 UTC
结果
2015年9月
新闻

What your entry has to be about

7月30日 16:10

Please note that your poster has to illustrate real life situations. Everyone should be able to relate to them; they have to be realistic and your entry should not be a pure advertisement. You do not have to invent anything here, just show us the real life moments when a good quality tissue can save the day.

简介

背景

Tissues help us in a lot of different situations!

When we feel sick or are suffering from allergies, but also when we cry during a romantic movie or when we’re laughing so much or we need to wipe away a dirty stain of splashes of chocolate because we’ve just eaten a huge ice cream. Our first reflex is always to use a tissue...

SCA’s Tempo, Zewa and Lotus brands produce tissues that – through their outstanding product attributes like perfect blend of softness and strength, absorbency and versatility in use, offer premium paper quality.

They come in handy (soft) packs and boxes and can be used for functional needs like unblocking your nose or shielding you from dirt and germs, but  also to help you to feel clean, fresh, relieved with a sensual pleasure whenever you need it.

Because the tissues are premium quality, consumers can rely on them and those tissues brands become their trusted allies in key situations, where lower quality products might let them down.

Not all consumers are aware of the quality differences between tissue brands and even if they feel the difference, they don’t know what this “extra” should be relevant for.

Think of situations in which the superior product attributes of SCA brands really make a difference and where those tissues do not only take care of physical needs, but also, by offering trusted quality,  give comfort, (restore) dignity, let people shine and leave a good impression, fulfill  the role of a mother, friend, human being…  Because there is an emotional benefit for consumers, they feel more connected to SCAs brands.

We think that there are great opportunities to emotionally (re)connect with consumers by heroing specific elements of our current products.

创意挑战

Create an ad that shows situations anyone can relate to in which high-quality tissue paper really does make a difference and illustrates how SCA brands (Lotus, Tempo, Zewa) are trusted companions.

Think about what might prevent people buying premium tissues in packs or boxes and convincing arguments for using premium tissues. How can a premium brand succeed in fulfilling consumers’ needs rather than a low quality tissue?

Keep in mind that while these situations need to be ones we can all relate to, it is the premium quality of the tissue that saves the day!    

Illustrate the main benefits of the brands by tapping into one or more product attributes, such as the perfect blend of strength and softness or any other feature that you identify as a driver or benefit for consumers.

Avoid common situations such as sneezing, wiping your mouth, blowing your nose, drying tears or showing typically emotional situations, such as weddings or the birth of a baby. Those are common visuals already used in TV commercials. We want truly human moments, big or small, where the attributes of SCA´s tissues make a real difference!

Finally, we would like to know about your idea. Please explain your creative thinking and the rationale behind your entry with a short description.

提示

我们提供的举例只用于讲述其中的思路,让你更好了解我们的期待值。请不要在你的作品中照搬,否则作品将被拒绝。

One good example is something SCA brands have already shown in a TV commercial. They’ve done the “washing machine test”: everyone knows the disaster of washing a load of clothing and accidently having left a tissue hanky in the pocket of your pants – there is lint and bits and pieces of tissue everywhere on your clothing. Because of its (wet) strength, this would not happened with SCA tissues. They do not fragment, but remain in one piece.

This is a good example as it illustrates that due to its premium paper (here specifically its wet strength) it leaves your clothing lint free and the consumer carefree.

A bad entry would be one where a guy sneezes or blows his nose very hard and because of the premium quality the tissue does not break or leave the hand wet. This is an image that is all too common.

奖金

评审团奖金

  • #1 奖金 € 1,500
  • #2 奖金 € 600
  • #3 奖金 € 400

格式

Poster (1 visual + text).

评奖标准

A print ad that shows moments we can all relate to, big or small, where the quality of the tissue makes a difference and illustrates SCA brands (Lotus, Tempo, Zewa) as trusted allies.

比赛指南

本次比赛指南

  • Transfer one or more of the brands product attributes (softness, strength, absorbency, etc.) into a relevant consumer benefit and create an emotional hook. The attribute does not need to be spelled out but be recognizable from the benefit.
    That is important in order to be credible and distinctive as a hanky brand and also to prevent showing random emotional situations that are not necessarily linked to any one particular category or brand.
  • Show moments of truth, big or small, where the quality of the tissue makes a difference.
  • Think about situations that would apply to soft packs as well as boxes of tissues, where indoor and outdoor/on the go situations apply.
  • Avoid common scenarios such as sneezing, wiping your mouth, as well as clichés such as weddings or birthdays.
  • Your entry must be a poster + short explanation on the same page (or in the media description).
  • Please download the logos from here.
  • Your entry must be in English or French.

eYeka爱可网标准比赛指南

  • 不要在作品中展现任何个人细节(姓名、联系电话、邮件地址等等)
  • 请保留一份高质量或高清版本的参赛作品,以供在获奖后使用。
  • 你提交的作品必须是你自己的创作,才具有参赛资格。
  • 你必须已经获得向该媒体投稿的作者和活动者的书面许可。
  • 如果你已经使用了任何不属于你自己的作品(音乐、照片、设计等),请在你的媒体描述中说明你所使用的音乐和/或图像是否是你自己的创作,并提供授予你使用它(们)的权利的许可的链接。
  • eYeka爱可网将可能要求你提供书面证明或书面文件的复件,以确保eYeka爱可网和品牌客户能根据比赛规则获得使用这些作品的授权。
  • 不符合上述规定的作品将不具备参赛资格。