Take one semi-naked model and a sporting businessman and you surely have the beginnings of getting people's attention? This was the approach we took to promote a brand of paper for global company International Paper. This web delivered competition, to encourage people to submit pictures showing creative uses of paper, formed part of an initiative to get Rey Paper on the radar in the eyes of merchants and end-users. Interestingly, just the process of delivering the campaign itself had an effect on getting the Rey Paper brand back into the picture, resulting in a higher awareness of the brand and product range.
