Tsuki Credentials 22 January2010

Tsuki is a Japanese word for the
moon. A kendo term meaning ‘cut
to the throat’. A public relations and
marketing company that believes in
making serious waves.

Our Culture
Tsuki means “moon” in Japanese, and we at Tsuki are dedicated to creating a strong gravitational force around your brand using the multiple
orbital forces of media today, from digital to broadcast.

We’ll communicate your story, attract positive buzz and build communities, which themselves become brand champions.

The Tsuki team will be part of your team, understanding your business and goals. We’re good listeners and we’re prompt to respond.

And we’re fearless when it comes to challenging you and initiating ideas.

Your success is our success. We’ll do whatever it takes to make sure our campaigns contribute to your bottom line and objectives.

Tsuki has links with other progressive companies, expanding our capabilities when required. We’re ready to create exciting PR and marketing campaigns
for you, or dimensionalise existing marketing efforts. Our partnership with social media experts, Spiral means we’re well placed to generate
powerful and unique online PR and marketing buzz.

Above all, Tsuki offers you a small, tight-knit, happy team of diverse experience and talents. Our background and origins in entertainment and ce-
lebrity PR gives us a unique position to inject lots of fun and sociability into our work, produce good vibes that resonate throughout the blogosphere and
community. We are a creative, far-side-of-the-moon thinking and strategic consultancy.

Looking forward to making serious waves with you.

PAGE 02 CULTURE

Our Beliefs the art of story telling,
infinite possibilities, the power of
attraction, sharing your journey,
keeping it real, incremental steps
achieve greatness.

“Tsuki had a great understanding of our objectives
and got the Choir of Westminster Abbey on to five
television news programmes! We have never had
that much television exposure for one tour and this
helped us exceed our revenue targets, making the
Choir tour our most successful ever.”
Jessica Debrodt
National Marketing Manager
Musica Viva
PAGE 03 BELIEFS

Our Skills publicity, sponsorship
development and leverage, event
expertise, brand development,
social marketing, profile
management, digital marketing,
influence and engagement.

“From the very beginning, Tsuki understood
our business needs and our industry with
a fresh, professional and enthusiastic
approach. Tsuki continues to kick goals for
us, directly generating new business leads
and generally getting us out there!”
Steve Howell
Managing Director
Creative Instore Solutions
PAGE 04 SKILLS

Our Experience entertainment,
FMCG, blue chip, design, travel
and tourism, food and beverage,
beauty, telecommunications,
education, automotive, consumer
technology.

“Edweana is an excellent multi-task
person with great follow through.
Her communication skills are on
this same level.”
Fred Chandler
Executive Vice President
Twentieth Century Fox LA
PAGE 05 EXPERIENCE

What our clients think about us...

In 2009, Tsuki
received a rating of
9/10 for overall
client satisfaction.
PAGE 06 SATISFACTION

Our Approach Insights
Brief & Objectives
Target Audience Segmentation

Strategy
Confirm Strategy & Creative Ideas

Preparation
Budget, Schedule & KPI’s
Key Messages & Activity Plan
CLIE
NT
FE

BA
ED

CK
“I feel every Execution
Media & Networks
billing minute is Local to Global
accounted for.” Print, Broadcast, Digital
Mark Simpson Measurement and Evaluation
Director Key Message Penetration & Reach
Feedback Process
Sixty40 Return on Investment

PAGE 07 APPROACH

Our Team

Edweana Wenkart, MBA BA, Director, Krupa Uthappa-Myers, MA, Business Susan Hoerlein, BA Coms, Publicity Scott Wenkart, Managing Director
founded Tsuki in 2003 with fifteen Development & Senior Account and Promotions Manager, is the shining of Spiral Media and Digital, founded
years experience in marketing and Manager, is a public relations consultant light behind Tsuki’s creative publicity Spiral in December 2008, a company
communications, building sustainable with experience in Australia, Dubai and campaigns. Her client portfolio spans that offers strategy and delivery for
brands and sales growth. Clients India. Her principle skills include strategic niche B2B brand campaigns for Creative social network marketing.
include Baz Luhrmann’s Bazmark Film, client counsel and management, Instore Solutions, Sixty40, Cherub
Sony, Pepsi, Q Station, Hilton Hotel, communications strategy planning and Pictures and Mondo Digital, as well as Spiral has delivered over 100 social
Stolichnaya, Qantas, Musica Viva and infrastructure development. large scale consumer events for Russian networking campaigns involving
Twentieth Century Fox. Resurrection Film Festival and education brands including: Samsung, Johnnie
During her tenure at global agencies campaigns for Sydney Film School. Walker, Optus (Singtel), Sony Pictures,
In the entertainment field, Edweana has like Weber Shandwick and Text 100, GM Cruze, Red Bull & Pringles.
worked with Nicole Kidman, Krupa worked across corporate, FMCG, Susan’s strength lies in her ability to tap
Hugh Jackman, Russell Crowe and lifestyle, automotive, technology and into the creative core of her clients and Scott is a key influencer and participant
Isabel Lucas and has film production fashion accounts, handling clients that manage strategic media coverage that in the social network marketing space
credits on Australia and The Matrix. included Jaguar, Land Rover, Twinings, effectively builds brand awareness and and has spoken at events including
Coca-Cola, Juicy Couture, Microsoft, public recognition. Starcom Malaysia’s “digital day out”
McVitie’s Fruit & Form and Tetra Pak. and iMedia Asia 2009.

PAGE 08 TEAM

Our Clients

PAGE 09 CLIENTS

Mainstream Consumer Campaign:
Volvo
Tsuki was engaged by Volvo Car Australia to extend the
brand’s reach from niche motoring media to consumer
lifestyle audiences. Core objectives were to drive
awareness of its new image, groundbreaking green
initiatives, allergy-free interiors, as well as celebrating the
brand’s key safety innovations.
Australian Mother & Baby Page 1 of 4
01-Nov-2009

Tsuki is responsible for creating narratives, cross
Page: 59
General News
Region: National
Circulation: 90448

promotions and building brand ambassadors to
Type: Australian Magazines Lifestyle
back
Size: 2563.93 sq.cms
Bi-Monthly

complement Volvo’s brand essence and business
objectives.
Age

Tsuki utilised global partnerships like Volvo’s 13/08/2009
Page: 8
General News

endorsement and involvement with the Twilight movie
Region: Melbourne
Circulation: 197600
Type: Australian Capital City Daily
back

series to engage with media during the local release of
Size: 380.08 sq.cms
MTWTFS-

Twilight: New Moon.

Tsuki also developed a campaign to celebrate the 50th
anniversary of the seatbelt, invented by Volvo in 1959,
generating 100% positive media coverage nationally
across radio, press and prime time news stories on
Channel 9 and Channel 10 News. Cleo
October, 2009
Page: 208
General News
Region: National
Circulation: 133107

In addition to proactive publicity campaigns, Tsuki
Type: Australian Magazines Lifestyle
back
Size: 1107.61 sq.cms
Monthly
news: road test

engages with Volvo in developing feature stories, vehicle
Copyright Agency Limited (CAL) licenced copy Ref: 57843432

reviews and cross promotions within health, parenting,
sporting, fashion and lifestyle media.
dying
to text?
It mightn’t surprise
you that texting
while you’re driving
is distracting. What

If you’re In the market for a famIly car, cushions, optimising seat belts and airbags for children you may not realise
take a look at the Xc60, the latest addItIon weighing from 15 to 36kg. Plus the cabin air filter removes is that it puts you
to VolVo’s all-wheel drIVe range and your family in
dust and pollen from incoming air – perfect if you’re
23 times more
when expecting or new parents are looking for a car, concerned about allergies or asthma.
danger of a collision.
comfort, practicality and safety often become their key as an suV, the car’s elevated body allows you to lift Copyright Agency Limited (CAL) licenced copy Ref: 55516486
According to the
concerns. If style is also on your list of requirements, your child or groceries in or out with ease. there’s also a
US Virginia Tech
then the new Xc60, which Volvo claims is the safest spacious loading compartment and the passenger seats
Transportation
vehicle it has ever produced, could be worth considering. fold flat for extra space.
Institute, in crashes
along with the newly invented city safety system, the interior design remains true to Volvo’s sleek style
or near crashes
which uses an optical camera to detect imminent including a leather interior and surround sound. additional
texting takes a

ComPILeD bY Jade thomPson. all PrIces are aPProXImate PhotogrAPhY IstockPhoto
collisions at low speeds, instantly activating the brakes extras include an electric panoramic sunroof, heated driver’s eyes off the
if required, it incorporates other technology such as the seats, Bluetooth and a humidity sensor. road for an average
lane departure warning system, which alerts you if you three models are available with a starting price of of 4.6 seconds.
unintentionally weave out of your lane. should a collision $56,950 and you have the choice of one of two petrol Talking on your
ever occur, the Xc60’s reinforced cage structure, along engines or a turbo-diesel. the turbo petrol model receives mobile, by contrast,
with its dual-stage front, side and inflatable curtain top marks for performance, achieving zero to 100km in increases the risk
airbags, will help to protect you and your family. 7.5 seconds, and consumes 11.9 litres of fuel per 100km, of an accident by a
In fact, the safety features, in particular the city safety which can be costly, but the car makes up for this with comparatively low
low-speed collision avoidance system, have reduced its surprising amount of grunt. 1.3 times. So next
Volvo Xc60 premiums with nrma by up to 20 percent all up, the Volvo Xc60 is perfect for parents looking for time you need to

when compared with its competitors. a comfy family car. Its great combination of luxury, safety text, pull over or

the rear seats include built-in adjustable booster and power makes it a pleasure to drive in town or out. wait until you get to
your destination.

PLAY & DISPLAY Copyright Agency Limited (CAL) licenced copy Ref: 57347996
Don’t miss out on being in family photos because you’re taking the picture. Samsung’s ST550 is the
first digital camera to have an LCD screen on both the front and the back of the camera. You can
hold the camera away from yourself and get everyone in the photo by seeing what it will look like
on the front LCD screen (if you don’t mind an arm in the photo). Or simply switch on the self-
timer. The front LCD screen is also great for getting a child’s attention because the Children
Mode tool allows you to play an animation, so all eyes are drawn to where they should be.
The 12.2 megapixel camera has a touch screen (the main back screen), so it’s easy to

PAGE 10 CASE STUDY use, and also features a 4.6x optical zoom. Priced at $449, visit samsung.com.au for more.

60 my child

Event Management and Mainstream Consumer
Campaign:
Ubisoft: Assassin’s Creed II Launch
Assassin’s Creed II is the follow-up to the title that became the Sunday Herald Sun
Sunday 8/11/2009
Page: 16
Brief: TSUKI-PROD
Page 1 of 5

fastest-selling new IP in video game history and remains one of
Section: Sunday Magazine
Region: Melbourne Circulation: 518,000
Type: Capital City Daily

Ubisoft’s best selling products with global sales of over 9 million
Size: 896.37 sq.cms.
Frequency: ------S

units to date. The highly anticipated sequel featured a new hero
- Ezio Auditore da Firenze, a new location – Italy, a new era –
the Renaissance.

Tsuki’s mandate for Assassin’s Creed II was to conceptualise
and manage a mainstream consumer media and grassroots Canberra Times
Monday 23/11/2009
Page: 6
Brief: TSUKI-PROD

campaign in order to build hype around the game’s launch
Section: General News
Region: Canberra Circulation: 34,354

in November 2009. Recognising the cluttered pre-Christmas
Frequency: MTWTFS-

market, Tsuki used a two pronged strategy. We created an
exclusive, underground, VIP launch event and drove mainstream
media coverage by building stories around the game itself, as
well as tapping into the broader gaming industry.

The campaign involved the development of exclusive feature
stories around the making of Assassin’s Creed II, the glitz-
and-glam of gaming, convergence of Hollywood and gaming,
phenomenon of ‘gaming for everyone’ and the booming gaming LIFE AFTER SPORT! GAMES Wentworth Courier
Wednesday 14/10/2009
Page: 56
Brief: TSUKI-PROD
Page 2 of 2

industry. National coverage was secured across television, radio
Region: Sydney Circulation: 48,370
Copyright Agency Limited (CAL) licenced copy Ref: 59762814 Type: Suburban

and print including two feature segments on A Current Affair,
Frequency: --W----

Showtime – MovieNews, Sunday Magazine, ABC 702, BRW, as DJ HERO
well as social pages coverage of the launch event in ■ PS2, PS3, WII, XBOX360
Need to rock your party? Then plug in
your console, crank up DJ Hero and start

Sun Herald – S, Wentworth Courier and The Brag.
spinning your wheel of steel (er, plastic).
Just like Guitar Hero, but with a turntable
instead of guitar, and banging dance music

REVIEWS: AARON CLIFF, VANESSA KELLER, HEATH KELLY, THOMAS WOODGATE.
instead of rock riffs, DJ Hero is the ultimate
party game. Available in standard edition,
featuring a turntable and game, it also

REVIEWS: BRUCE PITCHERS. *GAME OF CHANCE. COMPETITION STARTS 9/12/09 AT 12:00AM AEDT. ENDS 12/1/09 AT 11:59PM AEDT. DRAW DATE AND TIME IS 13/1/09 AT 12:00PM AEDT AT NEWS MAGAZINES, 190 BOURKE RD, ALEXANDRIA, NSW, 2015. WINNERS
comes in a DJ Renegade Edition, featuring

WILL BE PUBLISHED AT WWW.ALPHAMAGAZINE.COM.AU. FULL TERMS AND CONDITIONS CAN BE FOUND AT WWW.ALPHAMAGAZINE.COM.AU. THE PROMOTER IS NEWS MAGAZINES PTY LTD. NSW PERMIT NO. LTPM/08/00390. ACT PERMIT NO. TP08/02245.
a premium turntable controller, carry-case
that converts to a DJ stand, and an

Building on Ubisoft’s gaming community talent, Tsuki also
SWEET VENGEANCE
exclusive Jay-Z and Eminem two-CD pack.
Copyright Agency Limited (CAL) licenced copy Ref: 60544226

WIN!
developed a pool of industry experts, gaming enthusiasts and Get stuck into some killer action with Assassin’s Creed 2

third-party spokespeople, and utilised them to generate buzz to ASSASSIN’S CREED 2
■ PS3, XBOX360
it’s a lot more
flowing, and
you don’t die the

support the game’s Australian launch.
While the first Assassin’s Creed was moment your feet
Thanks to Activision, we’re giving
a good game, it wasn’t a great game. get wet – handy since
one reader the chance to win the full
It suffered from a number of problems, much of the action DJ HERO RENEGADE EDITION ($300), and
most notably boring, repetitive takes place in Venice. four runners-up the DJ HERO STANDARD
missions. With Assassin’s Creed 2, Your character also EDITION ($180). For your chance to win,
all those issues have been addressed, has a far deadlier email competitions@alphamagazine.
and the result is a game that again isn’t spring in his step, com.au with your name, address and “DJ
a great game… Rather an incredible due to a host of Hero” in the subject line. The first entry
one. Set in Renaissance Italy, the plot new weapons and we receive will win the Renegade Edition.
has you play as a young nobleman impressive killer
who becomes an assassin to avenge moves, which you’ll need to master missions, there’s plenty to keep you
the murder of his father and brothers. as the enemy AI is a lot sharper. busy as you explore the beautifully
While the freedom and free-running of The storyline is cinematic, and with detailed open world and swear
the original game is still there, this time 100 main missions and about 100 side allegiance to the deadly assassin’s creed.

HEAD-TO-HEAD
DIVINITY II –
EGO DRACONIS
■ PC, XBOX360
The plot sees you in the fantasy
world of Rivellon as a dragon
slayer with the task of ridding the
world of evil dragons, goblins and
■ Wii ■ Wii other assorted beasts. While the
game’s humour is great, it’s the battles
that keep you riveted in Rivellon
CRICKET SHAUN WHITE WORLD STAGE and add a real beat-’em-up feel.
Finally Cricket comes to the Wii, and it’s just in time for the hot and The game fails to soar as loftily as the real “Flying Tomato”. But perhaps the coolest part is your
PAGE 11 CASE STUDY long summer. You can play Tests, ODIs or Twenty20s, and the limited-
overs formats are perfect for a quick tonk with a mate during the
Despite being compatible with the Wii MotionPlus, there’s little
skill needed to pull off stunts and instead invariably involves the
ability to transform into a dragon,
leading to fiery aerial combat. With
lunch break. It’s a shame the game doesn’t make use of the Wii kind of mad, random flailing that clamping a real snowboard to a strong story and a huge world to
MotionPlus, so it’s a lot about pressing buttons at the right time and your feet for the first time induces. A Wii exclusive best enjoyed explore, this game will keep RPG fans
less about precise remote swinging. But it's still good fun. ★★★ standing on the white plank. ★★★ happy well into 2010.

90

City Weekly
Thursday 24/7/2008 Brief: TSUK

Brand Development and Media Relations:
Page: 12 Page 1 of 4

Q Station
Type: Suburban
Size: 1,768.75 sq.cms.
Published: ---T---

Q Station, formerly Sydney’s Quarantine Station,
opened its doors on ANZAC day 2008, following a nine
year development and $17.3 million refurbishment.

Tsuki was engaged to re-position Q Station as an iconic
historical site and alluring holiday destination, to attract
local and national markets as well as inbound tourism.

In order to build brand awareness amongst target
audiences, Tsuki developed a media and consumer
engagement strategy that raised awareness of Q Station “Edweana and her team
in the local community of Manly and nationally across
Australia. at Tsuki are excellent
publicists, driving quality
Using events, interviews, cross promotions, media
familiarisation trips and consumer competitions, Tsuki consumer coverage
built Q Station’s profile and brand image as an iconic
venue that offers a unique holiday experience within city
with top class strategy
limits. and thinking. They have
Through the brand development campaign for
high levels of ownership Sun Herald

and become an integral
Sunday 24/8/2008 Brief: TSUKI-PROD
Page 1 of 2

Q Station, Tsuki successfully secured quality coverage
Page: 28
Section: S-Diary
Sun Herald

generating positive brand advocacy, increased visitors
Type: Capital City Daily Brief: TSUKI-PROD

part of your team. I
Sunday 24/8/2008
Published: ------S
Section: S-Diary

to the site and positive sales results. 214 pieces of

recommend Edweana

coverage with a PR value of over $8 million were
Published: ------S

secured, including multiple television segments with
broadcast highlights on Getaway, Sydney Weekender, and her team to anyone
The Great Outdoors and A Current Affair. looking to drive brand
fame - a true quality
outfit.”
Penny Parkinson
Sales and Marketing
Manager
Q Station
PAGE 12 CASE STUDY

PR Campaign:
Choir of Westminster Abbey
The Choir of Westminster Abbey visited Australia Tsuki’s publicity
on their inaugural tour in 2007. With voices best
remembered from ‘that’ Royal Wedding in 1982, the campaign generated
world famous boy sopranos and lay vicars were ready
to share their songs with Australians in a five state tour
sell out tour dates
over four weeks. and coverage in
Press call coverage/interview opportunities appeared in
every leading state
every leading state newspaper and television coverage newspaper and TV
included Mornings with Kerri-Anne, Channel 7 News,
Channel 9 News, Channel 10 News and ABC Arts
station.
Sunday.

Coverage generated 20 million opportunities-to-see and
sell out tour dates: $8,000 tickets sold day after press
call as a direct result of media coverage. Musica Viva Australian
Tuesday 16/10/2007
radio
Brief: DIGI SPAA

reached their $1 million subscription drive and single Page: 16 Page 1 of 2 Daily Telegraph
Thursday 18/10/2007 Brief: DIGI SPAA
Section: Arts & Entertainment
Page: 17
Region: National Circulation: 133,000 Section: General News
Herald Sun

ticket sales target during the tour.
Type: National Region: Sydney Circulation: 392,000 Brief: DIGI SPAA
Type: Capital City Daily Monday 22/10/2007
Size: 849.43 sq.cms. Page: 90 Page 1 of 2
Published: MTWTF Published: MTWTFS- Section: Arts & Entertainment
Region: Melbourne Circulation: 535,000
Published: MTWTFS-

Copyright Agency Limited (CAL) licensed copy Ref: 30695295



PAGE 13 CASE STUDY

Profile Management:
Isabel Lucas
Tsuki has been managing publicity for Isabel Lucas
for five years. In addition to navigating her professional
career as an actor (Home and Away, Daybreakers,
Transformers II) Tsuki supports her passions and
charity focus.

From managing media enquiries to rights management,
we work closely with Isabel’s US and Australian agents.

“Edweana is a creative
lateral thinker with
a vision, who is well
connected and able to
see the light in every
situation, as well as
being generous,
personable and
energetic.”
Isabel Lucas
Actress

PAGE 14 CASE STUDY

Media Relations Campaign:
Thought Equity Motion Inside Film
November, 2008
Page: 35
Page 1 of 2

Region: National Circulation: 9,500
Type: Magazines Lifestyle
Frequency: Monthly

Thought Equity Motion is the world’s largest supplier of online
Encore
February, 2009

motion content, licensing and professional representation
Region: National Circulation: 2,867
Type: Magazines Lifestyle
Frequency: Monthly

services to the agency, entertainment, and corporate production
industries. Founded in 2003, Thought Equity Motion’s
headquarters are in Denver and its global offices are in New
York, Chicago, Los Angeles, Indianapolis, Sydney and Tokyo.
Clients include NBC News, Sony Pictures Entertainment,
BBC Motion Gallery and the National Rugby League (NRL in Australian
Monday 5/10/2009 Brief: TSUKI-PROD

Australia).
Page: 29
Section: Media
Region: Australia Circulation: 138,765
Type: National
Frequency: MTWTF

Tsuki was engaged to work with Thought Equity Motion’s
headquarters in the USA and build awareness for the company
in Australia, targeting core business segments across media
distribution owners, advertising agencies and production Copyright Agency Limited (CAL) licenced copy Ref: 43301337

companies.

Tsuki developed a multi-pronged approach to build brand Copyright Agency Limited (CAL) licenced copy Ref: 47512187

awareness, focusing on media relations and thought leadership
through public speaking opportunities including global
CEO Kevin Schaff appearing at events like The Australian
International Documentary Conference.

Media highlights included editorials in target titles like Blanket coverage that supported core
The Australian, B&T, AdNews, IF, Encore and business segments achieved in
Digital Media World. Coverage was achieved through a
combination of interviews, press releases, feature opportunities target trade media.
and opinion articles and brand recognition was maintained Copyright Agency Limited (CAL) licenced copy Ref: 57933216

through relationship building with key media.

PAGE 15 CASE STUDY

MX - Melbourne

PR Stunt: Thursday 29/10/2009
Page:
Section:
2
General News

The Marriage of Figaro
Region: Melbourne, AU
Circulation: 91200

press clip

The Marriage of Figaro is an independent film from Adelaide
that rolled out nationally for a limited release on the 29th
October 2009, distributed by Australian Film Syndicate.

Tsuki worked with Australian Film Syndicate to manage
media coverage for a stunt designed to raise mainstream
awareness. Playing on the key image from the film of a
bride on the back of a motorbike, 29 brides rode through
the streets of Sydney on the back of 29 Harley Davidsons,
causing much excitement and hilarity.

Media coverage included prime time news stories on
Channel 7 and Channel 9 (including helicopter footage of the
bikes crossing the Harbour Bridge) and a video story on
The Daily Telegraph online. All coverage linked the event back
to the opening of the film, with 100% positive tone of voice,
creating an excellent opportunity to spread word of mouth
and awareness for the film.

PAGE 16 CASE STUDY
Copyright Agency Limited (CAL) licenced copy

Trade PR Campaign:
Creative Instore Solutions
From Red Bull and PepsiCo to Microsoft and Smith’s 018 / debrief

Chips, Creative Instore Solutions create dynamic point
always guaranteed to get a laugh! All of
these elements were reflected on to enhance
the ‘experience’ for shoppers, and draw
them in for that impulse buy.
Ultimately, cost determined the end design,

of purchase designs across a global network and are
as while the unit had to be fun, it also had to
be easily adopted by retailers, and we had to
consider the poor sales reps who would have
to assemble the stands in situ.
The mouth idea was settled on as it
perfectly summed up the brief – to create

multiple winners of the prestigious POPAI award.
a fun image that directly encouraged
Design team: Creative Instore
Solutions Pty Ltd (CIS), Steve people to eat Twisties. The red lips matched
Howell (blue sky ideas), Ian perfectly with the branding colours, and
Roberts (design and model
making) and Gareth Jones the spiral on the base reflects the Twisties
(engineering detail) Client: vortex from the logo. The original lips
PepsiCo Australia Brief:
Bring alive the traditional involved sharp teeth to promote the idea of
tagline: ‘Life’s pretty straight ‘crunch’; however, these only succeeded in
without Twisties’. Budget: scaring little children. We then realised we
N/A Materials/software
used: Engineering, Solid wanted full voluptuous beautiful lips, and
Works. Original hand sketches we went into research mode. In the end the
modelled in Solid works and
computer rendered by 3DS Max. whole team agreed that Angelina Jolie had

Tsuki was brought on to build the Creative Instore Design: instore
Solutions brand within the industry and raise the t he basic premise of this project was
to design a display that represented
the Twisties tagline – ‘Life’s pretty
straight without Twisties’ – in a three-
dimensional format. Twisties is a strong
the fullest and most appealing lips we could
find, and so she provided the model for the
final design.
CIS is strongly committed to pursuing
designs that are environmentally responsible
stand-alone brand that, through its and choosing materials that have a low

company’s profile amongst target marketers. In addition
consistent popularity, has earned the right carbon footprint. The shelves of the
to be treated differently from the regular Twisties unit are made from 100 percent
run of the mill snacking brands. The recyclable polypropylene, and use an
main attraction of the brand is its sense ingenious and easy to use click together
of humour, and the design had to reflect construction, reducing the use of glues
this ‘giggle’ factor, while simultaneously that are normally difficult to recycle. The

to brand building, education on the importance of point
instigating impulse buying. design is also intended as a semi-permanent
Another strong consideration was display, which reduces high turnover of
to make a modular unit with a small materials normally associated with POS,
footprint, but to give it maximum such as cardboard, due to their longer shelf
flexibility for all convenience store or life. Also, by using recyclable materials, it

of purchase as a core marketing function has been a
petrol station locations. The unit can be ensures the display will not end up as non-
positioned at any high traffic area, such biodegradable landfill, and will go on to be
as the counter or near the ATM due to its reused in another form when it reaches the
small compact nature. end of its extended shelf life.
The initial ideas period produced some The unit also has a modular design that
fantastic options, including ideas revolving can alter the size, shape and amount of

primary focus for Tsuki.
Creative
around Martians landing on planets of product displayed, to suit different sized
cheese. Martians are typically green, outlets. It also snaps together making it easy
however, and don’t match the branding and intuitive to construct, creating a totally
colours of Twisties (red and yellow). flexible unit.
Tuesday 1/7/2008 Brief: TSUKI-COMP
Construction ideas included a giant wire Creative Instore Solutions focuses on high-
stand that worked similarly to the game
Kerplunk, though unfortunately this could
end concepts for its projects, with priority
given to innovative design, engineering
Page: 6
have potentially damaged the product.
When a vertical stand was settled on, we
and model making processes to create the
best result. CIS is not tied down to a single
initially investigated ideas such as using a manufacturing format or materials, so our Region: National
giant spring as the column, to give it an solutions can be whatever our imaginations
active life of its own similar to a punching conjure up, tempered by a few necessary Type: Magazines Trade

Tsuki’s ongoing role is to ensure Creative Instore
bag. We also looked at using rubber or practicalities. To date the Twisties stands
foam as the principal material for the have proved to be a great success when Size: 84.57 sq.cms.
head, so that people could interact with it grabbing shoppers’ attention, and were
like a stress ball. And we looked at using rolled out across the country into all BP Published: Bi-monthly
‘pool noodles’ for the column, as a way of service stations from October 2008. DT
softening the design. We even considered

Solutions share of voice in the competitive point of
using Coney Island mirrors, which are www.creativeinstore.com.au

purchase design and manufacturing industry, managing 28004_14-18_debrief.indd 18 2008/10/07 10:27:10

internal marketing elements like writing industry design
award entries, client newsletters and positioning the
CEO as a thought leader in his field.

“Ferrero Australia contacted us directly after reading an article
about our innovation. This is exactly why we use Tsuki’s
services, as the publicity generated by them directly affects our
business opportunities.”
Georgie Torrens
Chairman
Creative Instore Solutions Copyright Agency Limited (CAL) licensed copy Ref: 38200402

PAGE 17 CASE STUDY

Tsuki Credentials 22 January2010

Tsuki Credentials 22 January2010

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