Tsuki Credentials 22 January2010


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Tsuki Credentials 22 January2010

  1. 1. Tsuki is a Japanese word for the moon. A kendo term meaning ‘cut to the throat’. A public relations and marketing company that believes in making serious waves.
  2. 2. Our Culture Tsuki means “moon” in Japanese, and we at Tsuki are dedicated to creating a strong gravitational force around your brand using the multiple orbital forces of media today, from digital to broadcast. We’ll communicate your story, attract positive buzz and build communities, which themselves become brand champions. The Tsuki team will be part of your team, understanding your business and goals. We’re good listeners and we’re prompt to respond. And we’re fearless when it comes to challenging you and initiating ideas. Your success is our success. We’ll do whatever it takes to make sure our campaigns contribute to your bottom line and objectives. Tsuki has links with other progressive companies, expanding our capabilities when required. We’re ready to create exciting PR and marketing campaigns for you, or dimensionalise existing marketing efforts. Our partnership with social media experts, Spiral means we’re well placed to generate powerful and unique online PR and marketing buzz. Above all, Tsuki offers you a small, tight-knit, happy team of diverse experience and talents. Our background and origins in entertainment and ce- lebrity PR gives us a unique position to inject lots of fun and sociability into our work, produce good vibes that resonate throughout the blogosphere and community. We are a creative, far-side-of-the-moon thinking and strategic consultancy. Looking forward to making serious waves with you. PAGE 02 CULTURE
  3. 3. Our Beliefs the art of story telling, infinite possibilities, the power of attraction, sharing your journey, keeping it real, incremental steps achieve greatness. “Tsuki had a great understanding of our objectives and got the Choir of Westminster Abbey on to five television news programmes! We have never had that much television exposure for one tour and this helped us exceed our revenue targets, making the Choir tour our most successful ever.” Jessica Debrodt National Marketing Manager Musica Viva PAGE 03 BELIEFS
  4. 4. Our Skills publicity, sponsorship development and leverage, event expertise, brand development, social marketing, profile management, digital marketing, influence and engagement. “From the very beginning, Tsuki understood our business needs and our industry with a fresh, professional and enthusiastic approach. Tsuki continues to kick goals for us, directly generating new business leads and generally getting us out there!” Steve Howell Managing Director Creative Instore Solutions PAGE 04 SKILLS
  5. 5. Our Experience entertainment, FMCG, blue chip, design, travel and tourism, food and beverage, beauty, telecommunications, education, automotive, consumer technology. “Edweana is an excellent multi-task person with great follow through. Her communication skills are on this same level.” Fred Chandler Executive Vice President Twentieth Century Fox LA PAGE 05 EXPERIENCE
  6. 6. What our clients think about us... In 2009, Tsuki received a rating of 9/10 for overall client satisfaction. PAGE 06 SATISFACTION
  7. 7. Our Approach Insights Brief & Objectives Target Audience Segmentation Strategy Confirm Strategy & Creative Ideas Preparation Budget, Schedule & KPI’s Key Messages & Activity Plan CLIE NT FE BA ED CK “I feel every Execution Media & Networks billing minute is Local to Global accounted for.” Print, Broadcast, Digital Mark Simpson Measurement and Evaluation Director Key Message Penetration & Reach Feedback Process Sixty40 Return on Investment PAGE 07 APPROACH
  8. 8. Our Team Edweana Wenkart, MBA BA, Director, Krupa Uthappa-Myers, MA, Business Susan Hoerlein, BA Coms, Publicity Scott Wenkart, Managing Director founded Tsuki in 2003 with fifteen Development & Senior Account and Promotions Manager, is the shining of Spiral Media and Digital, founded years experience in marketing and Manager, is a public relations consultant light behind Tsuki’s creative publicity Spiral in December 2008, a company communications, building sustainable with experience in Australia, Dubai and campaigns. Her client portfolio spans that offers strategy and delivery for brands and sales growth.  Clients India. Her principle skills include strategic niche B2B brand campaigns for Creative social network marketing. include Baz Luhrmann’s Bazmark Film, client counsel and management, Instore Solutions, Sixty40, Cherub Sony, Pepsi, Q Station, Hilton Hotel, communications strategy planning and Pictures and Mondo Digital, as well as Spiral has delivered over 100 social Stolichnaya, Qantas, Musica Viva and infrastructure development. large scale consumer events for Russian networking campaigns involving Twentieth Century Fox. Resurrection Film Festival and education brands including: Samsung, Johnnie   During her tenure at global agencies campaigns for Sydney Film School. Walker, Optus (Singtel), Sony Pictures, In the entertainment field, Edweana has like Weber Shandwick and Text 100, GM Cruze, Red Bull & Pringles. worked with Nicole Kidman, Krupa worked across corporate, FMCG, Susan’s strength lies in her ability to tap Hugh Jackman, Russell Crowe and lifestyle, automotive, technology and into the creative core of her clients and Scott is a key influencer and participant Isabel Lucas and has film production fashion accounts, handling clients that manage strategic media coverage that in the social network marketing space credits on Australia and The Matrix.  included Jaguar, Land Rover, Twinings, effectively builds brand awareness and and has spoken at events including Coca-Cola, Juicy Couture, Microsoft, public recognition.  Starcom Malaysia’s “digital day out” McVitie’s Fruit & Form and Tetra Pak. and iMedia Asia 2009. PAGE 08 TEAM
  9. 9. Our Clients PAGE 09 CLIENTS
  10. 10. Mainstream Consumer Campaign: Volvo Tsuki was engaged by Volvo Car Australia to extend the brand’s reach from niche motoring media to consumer lifestyle audiences. Core objectives were to drive awareness of its new image, groundbreaking green initiatives, allergy-free interiors, as well as celebrating the brand’s key safety innovations. Australian Mother & Baby Page 1 of 4 01-Nov-2009 Tsuki is responsible for creating narratives, cross Page: 59 General News Region: National Circulation: 90448 promotions and building brand ambassadors to Type: Australian Magazines Lifestyle back Size: 2563.93 sq.cms Bi-Monthly complement Volvo’s brand essence and business objectives. Age Tsuki utilised global partnerships like Volvo’s 13/08/2009 Page: 8 General News endorsement and involvement with the Twilight movie Region: Melbourne Circulation: 197600 Type: Australian Capital City Daily back series to engage with media during the local release of Size: 380.08 sq.cms MTWTFS- Twilight: New Moon. Tsuki also developed a campaign to celebrate the 50th anniversary of the seatbelt, invented by Volvo in 1959, generating 100% positive media coverage nationally across radio, press and prime time news stories on Channel 9 and Channel 10 News. Cleo October, 2009 Page: 208 General News Region: National Circulation: 133107 In addition to proactive publicity campaigns, Tsuki Type: Australian Magazines Lifestyle back Size: 1107.61 sq.cms Monthly news: road test engages with Volvo in developing feature stories, vehicle Copyright Agency Limited (CAL) licenced copy Ref: 57843432 reviews and cross promotions within health, parenting, sporting, fashion and lifestyle media. dying to text? It mightn’t surprise you that texting while you’re driving is distracting. What If you’re In the market for a famIly car, cushions, optimising seat belts and airbags for children you may not realise take a look at the Xc60, the latest addItIon weighing from 15 to 36kg. Plus the cabin air filter removes is that it puts you to VolVo’s all-wheel drIVe range and your family in dust and pollen from incoming air – perfect if you’re 23 times more when expecting or new parents are looking for a car, concerned about allergies or asthma. danger of a collision. comfort, practicality and safety often become their key as an suV, the car’s elevated body allows you to lift Copyright Agency Limited (CAL) licenced copy Ref: 55516486 According to the concerns. If style is also on your list of requirements, your child or groceries in or out with ease. there’s also a US Virginia Tech then the new Xc60, which Volvo claims is the safest spacious loading compartment and the passenger seats Transportation vehicle it has ever produced, could be worth considering. fold flat for extra space. Institute, in crashes along with the newly invented city safety system, the interior design remains true to Volvo’s sleek style or near crashes which uses an optical camera to detect imminent including a leather interior and surround sound. additional texting takes a ComPILeD bY Jade thomPson. all PrIces are aPProXImate PhotogrAPhY IstockPhoto collisions at low speeds, instantly activating the brakes extras include an electric panoramic sunroof, heated driver’s eyes off the if required, it incorporates other technology such as the seats, Bluetooth and a humidity sensor. road for an average lane departure warning system, which alerts you if you three models are available with a starting price of of 4.6 seconds. unintentionally weave out of your lane. should a collision $56,950 and you have the choice of one of two petrol Talking on your ever occur, the Xc60’s reinforced cage structure, along engines or a turbo-diesel. the turbo petrol model receives mobile, by contrast, with its dual-stage front, side and inflatable curtain top marks for performance, achieving zero to 100km in increases the risk airbags, will help to protect you and your family. 7.5 seconds, and consumes 11.9 litres of fuel per 100km, of an accident by a In fact, the safety features, in particular the city safety which can be costly, but the car makes up for this with comparatively low low-speed collision avoidance system, have reduced its surprising amount of grunt. 1.3 times. So next Volvo Xc60 premiums with nrma by up to 20 percent all up, the Volvo Xc60 is perfect for parents looking for time you need to when compared with its competitors. a comfy family car. Its great combination of luxury, safety text, pull over or the rear seats include built-in adjustable booster and power makes it a pleasure to drive in town or out. wait until you get to your destination. PLAY & DISPLAY Copyright Agency Limited (CAL) licenced copy Ref: 57347996 Don’t miss out on being in family photos because you’re taking the picture. Samsung’s ST550 is the first digital camera to have an LCD screen on both the front and the back of the camera. You can hold the camera away from yourself and get everyone in the photo by seeing what it will look like on the front LCD screen (if you don’t mind an arm in the photo). Or simply switch on the self- timer. The front LCD screen is also great for getting a child’s attention because the Children Mode tool allows you to play an animation, so all eyes are drawn to where they should be. The 12.2 megapixel camera has a touch screen (the main back screen), so it’s easy to PAGE 10 CASE STUDY use, and also features a 4.6x optical zoom. Priced at $449, visit samsung.com.au for more. 60 my child
  11. 11. Event Management and Mainstream Consumer Campaign: Ubisoft: Assassin’s Creed II Launch Assassin’s Creed II is the follow-up to the title that became the Sunday Herald Sun Sunday 8/11/2009 Page: 16 Brief: TSUKI-PROD Page 1 of 5 fastest-selling new IP in video game history and remains one of Section: Sunday Magazine Region: Melbourne Circulation: 518,000 Type: Capital City Daily Ubisoft’s best selling products with global sales of over 9 million Size: 896.37 sq.cms. Frequency: ------S units to date. The highly anticipated sequel featured a new hero - Ezio Auditore da Firenze, a new location – Italy, a new era – the Renaissance. Tsuki’s mandate for Assassin’s Creed II was to conceptualise and manage a mainstream consumer media and grassroots Canberra Times Monday 23/11/2009 Page: 6 Brief: TSUKI-PROD campaign in order to build hype around the game’s launch Section: General News Region: Canberra Circulation: 34,354 Type: Capital City Daily Size: 248.50 sq.cms. in November 2009. Recognising the cluttered pre-Christmas Frequency: MTWTFS- market, Tsuki used a two pronged strategy. We created an exclusive, underground, VIP launch event and drove mainstream media coverage by building stories around the game itself, as well as tapping into the broader gaming industry. The campaign involved the development of exclusive feature stories around the making of Assassin’s Creed II, the glitz- and-glam of gaming, convergence of Hollywood and gaming, phenomenon of ‘gaming for everyone’ and the booming gaming LIFE AFTER SPORT! GAMES Wentworth Courier Wednesday 14/10/2009 Page: 56 Brief: TSUKI-PROD Page 2 of 2 Section: General News industry. National coverage was secured across television, radio Region: Sydney Circulation: 48,370 Copyright Agency Limited (CAL) licenced copy Ref: 59762814 Type: Suburban Size: 589.86 sq.cms. and print including two feature segments on A Current Affair, Frequency: --W---- Showtime – MovieNews, Sunday Magazine, ABC 702, BRW, as DJ HERO well as social pages coverage of the launch event in ■ PS2, PS3, WII, XBOX360 Need to rock your party? Then plug in your console, crank up DJ Hero and start Sun Herald – S, Wentworth Courier and The Brag. spinning your wheel of steel (er, plastic). Just like Guitar Hero, but with a turntable instead of guitar, and banging dance music REVIEWS: AARON CLIFF, VANESSA KELLER, HEATH KELLY, THOMAS WOODGATE. instead of rock riffs, DJ Hero is the ultimate party game. Available in standard edition, featuring a turntable and game, it also REVIEWS: BRUCE PITCHERS. *GAME OF CHANCE. COMPETITION STARTS 9/12/09 AT 12:00AM AEDT. ENDS 12/1/09 AT 11:59PM AEDT. DRAW DATE AND TIME IS 13/1/09 AT 12:00PM AEDT AT NEWS MAGAZINES, 190 BOURKE RD, ALEXANDRIA, NSW, 2015. WINNERS comes in a DJ Renegade Edition, featuring WILL BE PUBLISHED AT WWW.ALPHAMAGAZINE.COM.AU. FULL TERMS AND CONDITIONS CAN BE FOUND AT WWW.ALPHAMAGAZINE.COM.AU. THE PROMOTER IS NEWS MAGAZINES PTY LTD. NSW PERMIT NO. LTPM/08/00390. ACT PERMIT NO. TP08/02245. a premium turntable controller, carry-case that converts to a DJ stand, and an Building on Ubisoft’s gaming community talent, Tsuki also SWEET VENGEANCE exclusive Jay-Z and Eminem two-CD pack. Copyright Agency Limited (CAL) licenced copy Ref: 60544226 WIN! developed a pool of industry experts, gaming enthusiasts and Get stuck into some killer action with Assassin’s Creed 2 third-party spokespeople, and utilised them to generate buzz to ASSASSIN’S CREED 2 ■ PS3, XBOX360 it’s a lot more flowing, and you don’t die the support the game’s Australian launch. While the first Assassin’s Creed was moment your feet Thanks to Activision, we’re giving a good game, it wasn’t a great game. get wet – handy since one reader the chance to win the full It suffered from a number of problems, much of the action DJ HERO RENEGADE EDITION ($300), and most notably boring, repetitive takes place in Venice. four runners-up the DJ HERO STANDARD missions. With Assassin’s Creed 2, Your character also EDITION ($180). For your chance to win, all those issues have been addressed, has a far deadlier email competitions@alphamagazine. and the result is a game that again isn’t spring in his step, com.au with your name, address and “DJ a great game… Rather an incredible due to a host of Hero” in the subject line. The first entry one. Set in Renaissance Italy, the plot new weapons and we receive will win the Renegade Edition. has you play as a young nobleman impressive killer who becomes an assassin to avenge moves, which you’ll need to master missions, there’s plenty to keep you the murder of his father and brothers. as the enemy AI is a lot sharper. busy as you explore the beautifully While the freedom and free-running of The storyline is cinematic, and with detailed open world and swear the original game is still there, this time 100 main missions and about 100 side allegiance to the deadly assassin’s creed. HEAD-TO-HEAD DIVINITY II – EGO DRACONIS ■ PC, XBOX360 The plot sees you in the fantasy world of Rivellon as a dragon slayer with the task of ridding the world of evil dragons, goblins and ■ Wii ■ Wii other assorted beasts. While the game’s humour is great, it’s the battles that keep you riveted in Rivellon CRICKET SHAUN WHITE WORLD STAGE and add a real beat-’em-up feel. Finally Cricket comes to the Wii, and it’s just in time for the hot and The game fails to soar as loftily as the real “Flying Tomato”. But perhaps the coolest part is your PAGE 11 CASE STUDY long summer. You can play Tests, ODIs or Twenty20s, and the limited- overs formats are perfect for a quick tonk with a mate during the Despite being compatible with the Wii MotionPlus, there’s little skill needed to pull off stunts and instead invariably involves the ability to transform into a dragon, leading to fiery aerial combat. With lunch break. It’s a shame the game doesn’t make use of the Wii kind of mad, random flailing that clamping a real snowboard to a strong story and a huge world to MotionPlus, so it’s a lot about pressing buttons at the right time and your feet for the first time induces. A Wii exclusive best enjoyed explore, this game will keep RPG fans less about precise remote swinging. But it's still good fun. ★★★ standing on the white plank. ★★★ happy well into 2010. 90
  12. 12. City Weekly Thursday 24/7/2008 Brief: TSUK Brand Development and Media Relations: Page: 12 Page 1 of 4 Section: General News Region: Sydney Circulation: 40,335 Q Station Type: Suburban Size: 1,768.75 sq.cms. Published: ---T--- Q Station, formerly Sydney’s Quarantine Station, opened its doors on ANZAC day 2008, following a nine year development and $17.3 million refurbishment. Tsuki was engaged to re-position Q Station as an iconic historical site and alluring holiday destination, to attract local and national markets as well as inbound tourism. In order to build brand awareness amongst target audiences, Tsuki developed a media and consumer engagement strategy that raised awareness of Q Station “Edweana and her team in the local community of Manly and nationally across Australia. at Tsuki are excellent publicists, driving quality Using events, interviews, cross promotions, media familiarisation trips and consumer competitions, Tsuki consumer coverage built Q Station’s profile and brand image as an iconic venue that offers a unique holiday experience within city with top class strategy limits. and thinking. They have Through the brand development campaign for high levels of ownership Sun Herald and become an integral Sunday 24/8/2008 Brief: TSUKI-PROD Page 1 of 2 Q Station, Tsuki successfully secured quality coverage Page: 28 Section: S-Diary Region: Sydney Circulation: 505,000 Sun Herald generating positive brand advocacy, increased visitors Type: Capital City Daily Brief: TSUKI-PROD part of your team. I Sunday 24/8/2008 Size: 487.04 sq.cms. Page: 28 Page 1 of 2 Published: ------S Section: S-Diary to the site and positive sales results. 214 pieces of Region: Sydney Circulation: 505,000 Type: Capital City Daily recommend Edweana Size: 487.04 sq.cms. coverage with a PR value of over $8 million were Published: ------S secured, including multiple television segments with broadcast highlights on Getaway, Sydney Weekender, and her team to anyone The Great Outdoors and A Current Affair. looking to drive brand fame - a true quality outfit.” Penny Parkinson Sales and Marketing Manager Q Station PAGE 12 CASE STUDY
  13. 13. PR Campaign: Choir of Westminster Abbey The Choir of Westminster Abbey visited Australia Tsuki’s publicity on their inaugural tour in 2007. With voices best remembered from ‘that’ Royal Wedding in 1982, the campaign generated world famous boy sopranos and lay vicars were ready to share their songs with Australians in a five state tour sell out tour dates over four weeks. and coverage in Press call coverage/interview opportunities appeared in every leading state every leading state newspaper and television coverage newspaper and TV included Mornings with Kerri-Anne, Channel 7 News, Channel 9 News, Channel 10 News and ABC Arts station. Sunday. Coverage generated 20 million opportunities-to-see and sell out tour dates: $8,000 tickets sold day after press call as a direct result of media coverage. Musica Viva Australian Tuesday 16/10/2007 radio Brief: DIGI SPAA reached their $1 million subscription drive and single Page: 16 Page 1 of 2 Daily Telegraph Thursday 18/10/2007 Brief: DIGI SPAA Section: Arts & Entertainment Page: 17 Region: National Circulation: 133,000 Section: General News Herald Sun ticket sales target during the tour. Type: National Region: Sydney Circulation: 392,000 Brief: DIGI SPAA Type: Capital City Daily Monday 22/10/2007 Size: 849.43 sq.cms. Page: 90 Page 1 of 2 Size: 337.51 sq.cms. Published: MTWTF Published: MTWTFS- Section: Arts & Entertainment Region: Melbourne Circulation: 535,000 Type: Capital City Daily Size: 467.36 sq.cms. Published: MTWTFS- Copyright Agency Limited (CAL) licensed copy Ref: 30695295 Copyright Agency Limited (CAL) licensed copy Ref: 30758900 Copyright Agency Limited (CAL) licensed copy Ref: 30651875 PAGE 13 CASE STUDY
  14. 14. Profile Management: Isabel Lucas Tsuki has been managing publicity for Isabel Lucas for five years. In addition to navigating her professional career as an actor (Home and Away, Daybreakers, Transformers II) Tsuki supports her passions and charity focus. From managing media enquiries to rights management, we work closely with Isabel’s US and Australian agents. “Edweana is a creative lateral thinker with a vision, who is well connected and able to see the light in every situation, as well as being generous, personable and energetic.” Isabel Lucas Actress PAGE 14 CASE STUDY
  15. 15. Media Relations Campaign: Thought Equity Motion Inside Film November, 2008 Page: 35 Section: General News Page 1 of 2 Region: National Circulation: 9,500 Type: Magazines Lifestyle Size: 390.21 sq.cms. Frequency: Monthly Thought Equity Motion is the world’s largest supplier of online Encore February, 2009 Page: 12 Page 1 of 4 Section: General News motion content, licensing and professional representation Region: National Circulation: 2,867 Type: Magazines Lifestyle Size: 812.01 sq.cms. Frequency: Monthly services to the agency, entertainment, and corporate production industries. Founded in 2003, Thought Equity Motion’s headquarters are in Denver and its global offices are in New York, Chicago, Los Angeles, Indianapolis, Sydney and Tokyo. Clients include NBC News, Sony Pictures Entertainment, BBC Motion Gallery and the National Rugby League (NRL in Australian Monday 5/10/2009 Brief: TSUKI-PROD Australia). Page: 29 Section: Media Region: Australia Circulation: 138,765 Type: National Size: 280.22 sq.cms. Frequency: MTWTF Tsuki was engaged to work with Thought Equity Motion’s headquarters in the USA and build awareness for the company in Australia, targeting core business segments across media distribution owners, advertising agencies and production Copyright Agency Limited (CAL) licenced copy Ref: 43301337 companies. Tsuki developed a multi-pronged approach to build brand Copyright Agency Limited (CAL) licenced copy Ref: 47512187 awareness, focusing on media relations and thought leadership through public speaking opportunities including global CEO Kevin Schaff appearing at events like The Australian International Documentary Conference. Media highlights included editorials in target titles like Blanket coverage that supported core The Australian, B&T, AdNews, IF, Encore and business segments achieved in Digital Media World. Coverage was achieved through a combination of interviews, press releases, feature opportunities target trade media. and opinion articles and brand recognition was maintained Copyright Agency Limited (CAL) licenced copy Ref: 57933216 through relationship building with key media. PAGE 15 CASE STUDY
  16. 16. MX - Melbourne PR Stunt: Thursday 29/10/2009 Page: Section: 2 General News The Marriage of Figaro Region: Melbourne, AU Circulation: 91200 Type: Capital City Daily Size: 172.91 sq.cms. press clip The Marriage of Figaro is an independent film from Adelaide that rolled out nationally for a limited release on the 29th October 2009, distributed by Australian Film Syndicate. Tsuki worked with Australian Film Syndicate to manage media coverage for a stunt designed to raise mainstream awareness. Playing on the key image from the film of a bride on the back of a motorbike, 29 brides rode through the streets of Sydney on the back of 29 Harley Davidsons, causing much excitement and hilarity. Media coverage included prime time news stories on Channel 7 and Channel 9 (including helicopter footage of the bikes crossing the Harbour Bridge) and a video story on The Daily Telegraph online. All coverage linked the event back to the opening of the film, with 100% positive tone of voice, creating an excellent opportunity to spread word of mouth and awareness for the film. PAGE 16 CASE STUDY Copyright Agency Limited (CAL) licenced copy
  17. 17. Trade PR Campaign: Creative Instore Solutions From Red Bull and PepsiCo to Microsoft and Smith’s 018 / debrief Chips, Creative Instore Solutions create dynamic point always guaranteed to get a laugh! All of these elements were reflected on to enhance the ‘experience’ for shoppers, and draw them in for that impulse buy. Ultimately, cost determined the end design, of purchase designs across a global network and are as while the unit had to be fun, it also had to be easily adopted by retailers, and we had to consider the poor sales reps who would have to assemble the stands in situ. The mouth idea was settled on as it perfectly summed up the brief – to create multiple winners of the prestigious POPAI award. a fun image that directly encouraged Design team: Creative Instore Solutions Pty Ltd (CIS), Steve people to eat Twisties. The red lips matched Howell (blue sky ideas), Ian perfectly with the branding colours, and Roberts (design and model making) and Gareth Jones the spiral on the base reflects the Twisties (engineering detail) Client: vortex from the logo. The original lips PepsiCo Australia Brief: Bring alive the traditional involved sharp teeth to promote the idea of tagline: ‘Life’s pretty straight ‘crunch’; however, these only succeeded in without Twisties’. Budget: scaring little children. We then realised we N/A Materials/software used: Engineering, Solid wanted full voluptuous beautiful lips, and Works. Original hand sketches we went into research mode. In the end the modelled in Solid works and computer rendered by 3DS Max. whole team agreed that Angelina Jolie had Tsuki was brought on to build the Creative Instore Design: instore Solutions brand within the industry and raise the t he basic premise of this project was to design a display that represented the Twisties tagline – ‘Life’s pretty straight without Twisties’ – in a three- dimensional format. Twisties is a strong the fullest and most appealing lips we could find, and so she provided the model for the final design. CIS is strongly committed to pursuing designs that are environmentally responsible stand-alone brand that, through its and choosing materials that have a low company’s profile amongst target marketers. In addition consistent popularity, has earned the right carbon footprint. The shelves of the to be treated differently from the regular Twisties unit are made from 100 percent run of the mill snacking brands. The recyclable polypropylene, and use an main attraction of the brand is its sense ingenious and easy to use click together of humour, and the design had to reflect construction, reducing the use of glues this ‘giggle’ factor, while simultaneously that are normally difficult to recycle. The to brand building, education on the importance of point instigating impulse buying. design is also intended as a semi-permanent Another strong consideration was display, which reduces high turnover of to make a modular unit with a small materials normally associated with POS, footprint, but to give it maximum such as cardboard, due to their longer shelf flexibility for all convenience store or life. Also, by using recyclable materials, it of purchase as a core marketing function has been a petrol station locations. The unit can be ensures the display will not end up as non- positioned at any high traffic area, such biodegradable landfill, and will go on to be as the counter or near the ATM due to its reused in another form when it reaches the small compact nature. end of its extended shelf life. The initial ideas period produced some The unit also has a modular design that fantastic options, including ideas revolving can alter the size, shape and amount of primary focus for Tsuki. Creative around Martians landing on planets of product displayed, to suit different sized cheese. Martians are typically green, outlets. It also snaps together making it easy however, and don’t match the branding and intuitive to construct, creating a totally colours of Twisties (red and yellow). flexible unit. Tuesday 1/7/2008 Brief: TSUKI-COMP Construction ideas included a giant wire Creative Instore Solutions focuses on high- stand that worked similarly to the game Kerplunk, though unfortunately this could end concepts for its projects, with priority given to innovative design, engineering Page: 6 have potentially damaged the product. When a vertical stand was settled on, we and model making processes to create the best result. CIS is not tied down to a single Section: General News initially investigated ideas such as using a manufacturing format or materials, so our Region: National giant spring as the column, to give it an solutions can be whatever our imaginations active life of its own similar to a punching conjure up, tempered by a few necessary Type: Magazines Trade Tsuki’s ongoing role is to ensure Creative Instore bag. We also looked at using rubber or practicalities. To date the Twisties stands foam as the principal material for the have proved to be a great success when Size: 84.57 sq.cms. head, so that people could interact with it grabbing shoppers’ attention, and were like a stress ball. And we looked at using rolled out across the country into all BP Published: Bi-monthly ‘pool noodles’ for the column, as a way of service stations from October 2008. DT softening the design. We even considered Solutions share of voice in the competitive point of using Coney Island mirrors, which are www.creativeinstore.com.au purchase design and manufacturing industry, managing 28004_14-18_debrief.indd 18 2008/10/07 10:27:10 internal marketing elements like writing industry design award entries, client newsletters and positioning the CEO as a thought leader in his field. “Ferrero Australia contacted us directly after reading an article about our innovation. This is exactly why we use Tsuki’s services, as the publicity generated by them directly affects our business opportunities.” Georgie Torrens Chairman Creative Instore Solutions Copyright Agency Limited (CAL) licensed copy Ref: 38200402 PAGE 17 CASE STUDY