STABILO: Free Your True Colors
Brand Owner: STABILO International GmbH
Lead agency: INTREN
Contributing agencies: Spatium Advertising
Country: Multiple markets
Channels used: Content marketing, Games & competitions, Mobile & apps, Online display, Online video, Social media, Websites & microsites
Budget: Up to 500k
In 2015, STABILO, one of Europe's leading manufacturers of writing instruments faced a huge challenge similar to other manufacturers in today's digital world: how can stationery products be attractive to the youth of the digital age?
It wanted to show Millennials that expressing themselves through colours and drawing is not only fun, but can move others as well. The solution: STABILO decided to launch the "Free Your True Colors" campaign in nearly 30 countries. It created a music video, launched a creative drawing competition and allowed people to even make their own music videos based on this user-generated content. The goal was to engage Millennials and let them express their dreams through the power of colours.