Stabilo SG and Times Bookstores put twist to festive decor with doodle on window display

Stationery brand Schwan-Stabilo Singapore has partnered with Times Bookstores to create a Christmas-themed window drawing display, using only its latest "Stabilo woody three in one" coloured pencils. The campaign aimed to showcase the benefits of purchasing its latest coloured pencils - in this case, how the drawings on surfaces such as windows and glass can be easily removed with a wet cloth. 

Erina Wong, marketing manager at Stabilo Singapore, told MARKETING-INTERACTIVE that the campaign idea came from her own personal experience, as her child liked to doodle on the windows. "We wanted to showcase the ability of Stabilo woody three in one to be a useful colouring tool for family bonding times sitting by the windows," she added.

Stabilo engaged Derrick, a professional graphic artist with over 15 years of experience, to design the store window at Times Bookstores' Waterway Point outlet. According to Wong, Stabilo has a global advertising video campaign to market its latest coloured pencils, but felt that "experiencing the product first hand would be the best way forward". 

Wong explained that on top of its large window display area, this outlet was chosen because it is located at Waterway Point, nearby Punggol housing estate. She added that apartments in the area typically have large living room windows and a high population of young families, making it the ideal location for the live demonstration.

Additionally, Times Bookstore has lined up a series of workshop for children and parents to try the Stabilo woody three in one from 10 to 12 December 2021 at the Waterway Point store. Children can also take part in a mini contest where they can stand to win Stabilo gift packs worth SG$56.80.

Separately, Sephora collaborated with Stabilo to launch liquid eye liners shaped and packaged to look like the latter's iconic highlighter. According to a description on Sephora's website, the felt-tip eyeliners were inspired by pocket-size version highlighters Stabilo Boss Mini, and aimed at bringing a bit of the classroom to the bathroom. A quick check by MARKETING-INTERACTIVE saw that the partnership was also available in Malaysia, Italy, United Arab Emirates and France as well.

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