Crayola finds synergy with 'Write Stuff' initiative

Launched ten years ago, the competition draws thousands of entrants every year, with entries having doubled this year. Substantial cash prizes are given to winners and their schools. Write Stuff represents, in essence, KTV and Oracle's involvement in another out-of-the-box, social awareness campaign.

Crayola recognised the synergistic value of this sponsorship, and, as part of the agreement, they receive association branding in all the Write-Stuff promotions. "Write Stuff reflects a commitment to children's education by encouraging them to read and expand their own creative abilities, by writing a storybook for children of their own age," comments Jacinta Capitao. "It emphasises the importance of reading and writing as critical life-skills for children. The linking of illustration and writing reflects the essence of Crayola, as feeding the power of imagination. With new products added to the range, Write Stuff offered the perfect environment and synergy that we had longed to create for Crayola."

"The sponsorship fee gave us massive airtime exposure, which included a mix of promos, reminders, winner announcements, and three-minute inserts, in which we could highlight and demonstrate the different products in the Crayola range. There were also live, interactive, weekly viewer give-aways, whilst full production of all the links, sponsor-boards, and promos was included. The deal was also, in part, a trade exchange, as we donated 11 000 Crayola crayon sets to be sent out with the 11 000 entry forms," says Capitao.

She says the sponsorship extended itself to K-World, M-Net Open Time first hour, and some DSTV channels such as ESPN, Discovery, National Geographic, Travel and MTV. "Over and above the lucrative airtime we received, we were also offered branded entry forms, the production costs of which, were included into the sponsorship fee. Crayola will also receive branding at the awards ceremony."

Capitao says although Crayola is an evergreen product, most of their consumers do not think of it as an unlimited art and creative range. "We're hoping that Write Stuff will achieve top of the mind awareness amongst kids and will draw them to our shelves. There, they will be able to see for themselves that the range is not just about wax crayons, but has every tool they will ever need to create their very own masterpiece. Write Stuff enables us t to reach our target market in a cost effective way that no other medium can and the KTV presenters lend credibility to Crayola being 'cool'."

"Children are vital components in the purchasing process and we believe that we have been able to reach them through the most appropriate vehicle. The association of live Crayola demonstrations and KTV presenters endorsement of the Crayola brand is an invaluable asset."

The competition, which is open to two age groups, seven to nine and 10 to 13, extends into Africa and includes countries such as Zambia, Kenya, Uganda and Tanzania. Winners will be announced on What's Hot on 16 October 2002 and on K-World on 19 October 2002 and a prize-giving function will also be held with KTV presenters, judges and guests.