Signet: New Season's Packaging

Describe the brief or inspiration behind your project/campaign? What was your team tasked with?

In every brand campaign we do, we’re tasked with a similar problem – How do we make something as boring as B2B packaging become engaging, interesting, or possibly even entertaining!? How do we make an ad for packaging that people will not only watch, but may even share with others?

As a secondary challenge, how do we go beyond just a brand campaign and actually promote our products without killing the vibe?

Signet was traditionally well-known in the warehouse / logistics packaging industry, with high awareness from our older male audiences. With huge growth in ecommerce however, we wanted to also create something that would capture the attention of broader audience. We always knew our products were worthy of some creative alternative uses, such as building forts and costume creation, so after inspiration from the absurdity of Haute Couture from Paris Fashion Week, we went to work on the idea that our products could come to life on the fashion runway for “New Season’s Packaging”.

After combing through the most ridiculous outfits we could find online, we began testing how our products could find new form as similarly ridiculous textures for skirts, pants, body armour, jewellery, shoes, dresses, headpieces and wedding gown trains. Collaborating with an amazing local costume designer, our one-of-a-kind new fashion pieces started to take shape and our products began to look the best they ever have.

Key campaign objectives:

• Increase Signet’s Brand Awareness: Grow Signet’s overall awareness to a larger proportion of our total addressable market (including more female professionals) and position ourselves as Australia’s favourite packaging company
• Showcase Signet’s brand personality: Highlight our approach to business in a boring industry by showcasing our packaging expertise while making fun of ourselves.
• Increase Campaign engagement: Enhance engagement across a category and content that doesn’t usually get people talking. Encourage conversation, sharing and having fun in an otherwise beige industry.
• Increase Sales Revenue: The short-term increase in awareness of our brand would ultimately build lead generation for long term revenue growth.
• Sustainability Focus: Highlight our many options for eco-friendly alternatives to plastic packaging.

How has B2B Marketing evolved this year? Describe your process for creating award winning B2B work. How is creativity at the center of how you work?

Each year, more marketers understand that B2B and B2C are both just marketing to people. The absolute basics of marketing don’t change a whole lot between B2B and B2C – whether you’re a direct consumer or representing a business, most people still go home at night, eat a lame dinner and watch Netflix. More B2B marketers are understanding the power of creativity, regardless of what they sell and each year I see the gap closing between great marketing for B2C & B2B.

Creativity is the great differentiator. It’s even more vital if your product is relatively unsexy (like boxes and tape). When selling a commodity product, creativity (alongside strategic targeting) are the difference between winning and losing.

Our best campaigns target four key areas and we encourage creative problem solving and thinking in all of them:

1. Strategic Problem Solving (the brief)
2. Creative Ideation (the concept)
3. In-depth targeting (the right customer in the right place at the right time)
4. Platform-specific execution (The right asset in the right channel – the experience)