adcomm devlp

ADVERTISING
COMMUNICATION

Kimberly Khoo 1502587G
Lu Jielin 1502777D

Xie Jingye 1502633I

Disclaimer:

No toilet rolls were harmed
in the process of completing
this assignment.

CONTENTS

I Problem Definition
II About the Brand
III 4Ps, USP and ESP
IV SWOT Analysis
V Survey Results
VI Idea Explorations
VII Proposed Solutions
VIII Selected Concept
IX Further Development / Final: TVC
X Further Development / Final: Print
XI Further Development / Final: Outdoor/Ambient
XII Further development / Final: New Media



CONTENTS

I.
PROBLEM

I Problem Definition

DEFINITIONII About the Brand

III 4Ps, USP and ESP
IV SWOT Analysis
V Survey Results
VI Idea Explorations
VII Proposed Solutions
VIII Selected Concept
IX Further Development / Final: TVC
X Further Development / Final: Print
XI Further Development / Final: Outdoor/Ambient
XII Further development / Final: New Media

­— PROBLEM DEFINITION

To promote Cloversoft brand’s 100% bamboo
facial tissue or toilet paper which is safe to
use and non-toxic.

II.

ABOUT
THE BRAND

— ABOUT THE BRAND

HISTORY

First to bring bamboo products into Singapore.
Started out with the knowledge that other tissue paper/
toilet roll brands are made from trees and contain
chemicals from the process it’s made.
Aims to produce a safe and eco-friendly alternative.
Conducted extensive study of bamboo concluding that
unbleached bamboo is a safer and non-toxic chemical-
free product, and in its process of making produces a
small carbon footprint, making it a sustainable product.

— ABOUT THE BRAND

GOALS

To produce premium, non-toxic and eco-friendly
products that can be sold at reasonable prices so
that everyone is capable of experiencing the change.

SLOGAN

“Feel and smell the difference.”

CHARITY

Official partner with Polar Bears International, where
part of Cloversoft’s sales proceeds are donated to aid
in saving polar bears.

III.

4Ps, USP
& ESP

— 4Ps, USP & ESP

PRODUCT

Variety of products of which include antibacterial wipes,
baby wipes, party napkins, pocket tissue, facial tissue
and toilet paper.
Made of 100% unbleached bamboo, making it a eco-
friendly and are chemical-free in its production process.
Has high absorbency, is strong, soft and durable.
BPA free and FDA approved.
Most products, except the baby wipes, feature the polar
bear on the packaging.
All products are ‘one-size’ variations, except facial
tissues which come in 2 or 3 ply.

PRICE

2ply pocket tissue and party napkins are under $2.
Baby related products have an average price of $9.
Antibacterial wipes are about $3.50.
Facial tissues are about $6.
Toilet paper is about $8.

— 4Ps, USP & ESP

PROMOTION

Does not engage in traditional forms of advertising.
Has regularly updated social media sites (Facebook and
Instagram) where promotional codes and contests are
occasionally posted.

PLACE

Sold in major supermarket stores in
Singapore like Cold Storage and NTUC.
Can be bought from their online store.

— 4Ps, USP & ESP

USP

100% bamboo
Chemical-free (unbleached)
Eco-friendly and sustainable

ESP

Feel safer using a chemical-free product
Feel good in being able to play a part in saving the
environment by using a suatainable product

IV.

SWOT
ANALYSIS

— SWOT ANALYSIS

STRENGTHS

First ever bamboo-based products company in Singapore.
100% unbleached bamboo which makes it chemical-free.
Use of bamboo instead of trees make it a sustainable
products option.
Each sales purchase contributes to saving polar bears.
Affordable products.
Locally start-up which may urge customers to support the
homegrown brand.

WEAKNESSES

A brand that is not known by many.
Prices are affordable but still lightly on the higher side.

— SWOT ANALYSIS

OPPORTUNITIES

Could engage in more advertising in general in order to
spread awareness about the brand.
Be sponsors for local events that are related to eco-
friendliness and sustainability.
Have local celebrities be brand ambassadors which
may appeal to mothers who are often those who make
purchasing decisions for household products.

THREATS

Preference for cheaper brands.
Consumers may have a brand that they are used to
buying already, unwillingness to try a new brand .

V.

SURVEY
RESULTS

— SURVEY RESULTS

SAMPLE SIZE: 20 HUMANS

WHO BUYS THE TOILET PAPER? Othrers
Yourself
5% 5% Father
20% Mother

70%

— SURVEY RESULTS

WHICH TOILET PAPER BRAND?

TOILET PAPER FACTORS YOU LOOK
OUT FOR WHEN BUYING

— SURVEY RESULTS

WOULD YOU RATHER TREE OR
BAMBOO MADE TOILET PAPER?

HEARD OF CLOVERSOFT?

— SURVEY RESULTS

DRAWN CONCLUSIONS
Only 20% make efforts in choosing eco-friendlier
products.
Price and softness are the top two most important
factors in choosing a toilet paper brand.
Eco-friendliness is the least considered factor in
choosing toilet paper.

VI.

IDEA
EXPLORATIONS

— IDEA EXPLORATIONS

#1

USP
Chemical-free
Scenario
Scientist performing chemical detection tests on
products, but cannot believe that he cannot get
any chemical reaction on Cloversoft’s toilet roll.

#2

USP
Absorbency
Scenario
Two killers making an escape after a murder but
one shoots the other by accident. Both panic and
try various objects to stop the bleeding but only
Cloversoft works.

— IDEA EXPLORATIONS

#3

USP
100% Bamboo
Scenario
Person is lost in a bamboo forest and desperately needs
to go to a toilet. Discovers toilet but does not have any
toilet paper. Pulls toilet paper out from bamboo.

#4

USP
Absorbency
Scenario
Polar bear 1 is sweating due to global warming. Polar
bear 2 discovers Cloversoft and hands Polar bear 1 the
facial tissue.

— IDEA EXPLORATIONS

#5

USP
Eco-friendliness
Scenario
Interviewee being enlightened on the existence of
Cloversoft and its benefits. When asked if they would use
Cloversoft, interviewee answers no and falls into a world
where there is no more toilet paper.

#6

USP
100% Bamboo
Scenario
Production of toilet paper is carried out by panda bear
workers from natural bamboo.

— IDEA EXPLORATIONS

#7

USP
Sustainability
Scenario
No more tree-made toilet paper left in the world and
pandas are creating their own secret stash in the
bamboo forest. Polar bears try to disguise themselves to
sneak in and steal the bamboo-made toilet paper.

#8

USP
Sustainability
Scenario
In present day, person goes to toilet and falls asleep
inside cubicle. Time travels into the future where there is
no more tree-made toilet roll. Receives phone notification
from FutureNews that tree-made toilet paper is now
extinct but there is still bamboo-made Cloversoft toilet
paper as the alternative sustainable option.

VII.

PROPOSED
SOLUTIONS

— PROPOSED SOLUTIONS #9

DVLP

#9: DEVELOPMENT

Observation
People know that global warming is an issue and that
they should be more eco-friendly but are not acting on it.
Statistic
Only 20% said that they make the effort to use eco-
friendly products.
Insight
People feel guilty when using non eco-friendly products,
but do not take action or make any changes to be more
eco-friendly. (Eco-guilt)

General Idea
When using or touching tree-made facial tissue or
toilet paper, eco-guilt is being brought up from the
subconsciousness of the person.
Possible Tagline
One small toilet roll, one huge step for mankind.

#9 — PROPOSED SOLUTIONS

TVC

Scenario
Person is in different scenarios of using toilet roll/
facial tissue. There is a whisper of ‘tree killer’
every time they use it and the more they use,
the louder it gets. No whisper when person uses
Cloversoft.
Call-To-Action
Choose Cloversoft, the eco-friendly toilet roll. Feel,
smell and be the difference today.

— PROPOSED SOLUTIONS #9

TVC

Storyboard SCENE 2
SCENE 1

SCENE 3 SCENE 4

— PROPOSED SOLUTIONS

SCENE 5 SCENE 6

SCENE 7 SCENE 8

— PROPOSED SOLUTIONS #9

PRINT

Idea

Magazine spread connected by toilet paper, it would rip
when people open the spread.

Aim

To physically mimic the idea of tearing out toilet paper to
use in the toilet, giving the idea that more they tear, the
more trees are being used to create toilet paper.

Possible Taglines

On left (1): You’re killing trees with every piece.
On right (2): Cloversoft, the sustainable option made
from 100% bamboo

#9 — PROPOSED SOLUTIONS

OUTDOOR
/ AMBIENT

Idea

Lock activated screen television on cubicle door.
“Did you know that the toilet paper you’re using
right now is contributing to this?”
Deforestation video shows.
Ends with tagline, brand and product.

Aim

To increase awareness of eco-friendly products by
tapping on the eco-guilt in people.

Possible Taglines

Try a more sustainable option. Cloversoft, made
from 100% bamboo.

— PROPOSED SOLUTIONS #10
DVLP

Observation

Toilet paper is something that is often taken for granted,
despite mostly being made of the same material as
paper that we see and use just as often.

Statistic

49% of people actually chose toilet paper as their #1
item to bring if they were to be stranded on an island.

Insight

People will fear the day that they would not have anymore
tree-made toilet paper left to use and that they should
opt for a more sustainable choice now.

General Idea

Now as people keep using toilet paper and taking it
for granted, it eventually becomes very valuable and
precious in the future.

Possible Tagline

Future valuable or now sustainable.

#10 — PROPOSED SOLUTIONS
TVC

Scenario
Toilet paper becomes very precious and hence is being
treated like a valuable, so people fight for it, it’s in the
museum etc.
Call-To-Action
Prevent this from happening, go sustainable now.

— PROPOSED SOLUTIONS #10
TVC

Storyboard SCENE 2
SCENE 1

SCENE 3 SCENE 4

— PROPOSED SOLUTIONS

SCENE 5 SCENE 6

SCENE 7 SCENE 8

— PROPOSED SOLUTIONS #10
PRINT

Idea

One square/roll of toilet paper is being held in a glass
case like a museum and many hands are being shown
reaching out for it.

Aim

Toilet paper is being treated like a historically valuable
item and is highly desired by many people.

Possible Taglines

Don’t let this happen. Use Cloversoft, made sustainable
with 100% bamboo.

#10 — PROPOSED SOLUTIONS

NEW MEDIA

Idea
VR game where player must go through different
scenarios (supermarket snatch, museum maze etc.) in
order to collect toilet paper.
Aim
To let user go through the things they potentially have to
do in order to attain toilet paper in the future, passing
the message of how they should opt for a sustainable
choice now.
Possible Taglines
Sustainability now will be the difference.

VIII.

SELECTED
CONCEPT

— SELECTED CONCEPT

Observation
A common problem faced in toilets is running out of
toilet paper.
Statistic
90% of interviewees have at least run out of toilet paper
in the toilet once.
Insight
People would wish to have an endless supply of toilet
paper and would feel at ease knowing that they will never
run out again.

General Idea
Continual rolling of toilet paper gives the idea that it is
never ending and hence, sustainable.
Possible Tagline
We’ll never stop rolling.

— SELECTED CONCEPT #11

DVLP

Scenario

Person runs out of toilet paper in the toilet. Panics.
Cloversoft HQ detects the emergency and rolls out
toilet paper. Toilet paper rolls from HQ onto roads and
pavements and rolls into the cubicle. Jumps into the
person’s hands who now has toilet paper.

Call-To-Action

Choose Cloversoft, the more sustainable option today.

#11 — SELECTED CONCEPT
TVC

Storyboard SCENE 2
SCENE 1

SCENE 3 SCENE 4

— SELECTED CONCEPT

SCENE 5 SCENE 6

SCENE 7 SCENE 8

#11 — SELECTED CONCEPT

PRINT

Idea

Flipbook form, along the edges of a printed
publication.

Aim

As the book is flipped, it is to show that the more
time that passes, the toilet roll still continues
to roll on and eventually rolls out of the page
completely. This gives the idea that the toilet
roll will continue to roll on and on, making it
endlessly rolling and hence sustainable

Possible Taglines

Cloversoft, the sustainable toilet paper.

— SELECTED CONCEPT #11

OUTDOOR
/ AMBIENT

Idea

Advertisement on bus where toilet roll is placed on top
of the bus and toilet paper unravels behind. As the bus
travels, it makes it look like the roll is constantly rolling
forward and there is always toilet paper behind it, giving
the idea that it keeps rolling and is sustainable.

Aim

The idea of a toilet roll on top of the bus is eye-catching
which leads (front to back) to the call-to-action at the
back of the bus which is to encourage consumers to
choose Cloversoft instead due to its sustainability factor.

Possible Taglines

[Located on the back of the bus]
Just keep rolling
Never stop rolling

toilet roll

toilet paper

bus

#11 — SELECTED CONCEPT

NEW MEDIA

Idea

Mobile game where the rolling toilet roll is being
controlled by the user to avoid obstacles.

Aim

To increase awareness of eco-friendly products by tapping
on the eco-guilt in people.

Possible Taglines

Try a more sustainable option. Cloversoft, made from
100% bamboo.

IX.

FURTHER
DEVELOPMENT
/ FINAL — TVC

— FURTHER DEVELOPMENT: TVC

Storyline

Relatable scenario where person runs out of toilet paper
in the toilet. Cloversoft HQ detects the emergency and
sends out toilet roll which rolls across many different
places before reaching the person in need.

Storyboard SCENE 2
SCENE 1

Person entering toilet Person defecating
SCENE 3 SCENE 4

Person is done using toilet

— FURTHER DEVELOPMENT: TVC

SCENE 5 SCENE 6

Naturally, person reaches out Person is in initial shock
for toilet paper

SCENE 7 SCENE 8

Person screams in agony Cloversoft HQ Polar Bear
detects emergency