Stabilo True Colours
STABILO International GmbH
Issue 39 | June 2016
Agency
Jung von Matt AG
Creative Team
Partner, Executive Creative Director Dörte Spengler-Ahrens Creative Director, Concept Andreas Hilbig Junior Art Director, Idea, Concept Saurabh Kakade Junior Copywriter, Idea, Concept Eniola Falase
Production Team
Agency Producer Dennis Wendt 3D Motion Designer Jan Hendrik Behne Producer, Infected Post Production GmbH Ulrike Kramer Founder NPIRE GmbH Gilg Frick Chief Technical Officer NPIRE GmbH Dieter Pries Programmer NPIRE GmbH Max Häßlin
Other Credits
Managing Director Stephan Giest Senior Project Manager Vesna Saalmann Project Manager Tanja Tauber
Date
March 2016
Background
Stabilo was the inventor of the modern highlighter. The problem was that in the online world, people did not use highlighters as often as they used to.
The task was to win over a new generation of customers with an online campaign demonstrating the usefulness of Stabilo highlighters.
The idea needed to be surprising, to get people talking about the brand again and to raise purchase intent.
Idea
The two biggest lies on the Internet were: "I've read the terms and conditions. And I accept them." The simple fact that nobody ever read long legal texts online provided a perfect opportunity to demonstrate what Stabilo highlighters could do.
'True Colours' was a branded browser plug-in/app that enabled people to assess privacy policies at a glance. Automatically it highlighted all the parts users might not be comfortable with. There was a helpful colour code. Green for noteworthy, yellow for caution and red for critical.
The app let people assess the full implications of what they were agreeing to online and gave them the chance to change their minds.
RESULTS
Unknown.
Our Thoughts
If you can define the problem clearly enough, then you can define the solution. This is a terrific example of precisely that. Because people don't use highlighters as often they used to, Stabilo simply dropped from being top of mind.
This is such a confident idea. In reminding us in an online space how valuable highlighting documents can be, it reminds us why we need highlighters in our offline world as well. This is how brand leaders behave.