Marketing communications: 3M Way of Yellah

Challenging hard-nosed professionals to use stationery products creatively

The brief

Celebrating their 25th anniversary, Post-it® Note products have occupied a unique position in the market as an effectively simple stationery item. 3M wanted to reposition the product within a distinct target segment of the top 50 advertising and media agencies in the UK.

Their aim was to inspire, inform and engage creatives, media planners and account managers about the creative potential of using Post-it® Note products in marketing communications campaigns.

We were challenged to reposition Post-It® Note products as inspirational and effective marketing tools and not purely as stationery product; to influence agency personnel and their clients and to generate high quality sales leads.

The solution

We developed the 'Way of Yellha' campaign - an irreverent, creative and pseudo-religious tongue in cheek philosophy inspired by Buddhist teachings designed to change perception and boost sales.

The highly targeted mixed media campaign which ran from June to August 2005 utilising a mix of stunts, vertical press advertising, online and viral activity, truly engaged with the target audience and has generated many high quality director level leads for 3M.

"We are really happy with the Team and their concept "The Way of Yellha". We needed a fun way to inspire and get the attention of creatives in both advertising and media agencies. We believe that the 'Way of Yellha' delivers this and the reaction from the industry would suggest that people have noticed it!"
Anton Colton, UK Marketing Communications Program Manager 3M UK

Cited in precision marketing as a featured campaign (Oct 2005)

Marketing Design Awards Finalist 2005