Consumers do not reassess when it comes to choice and the quality of paper they use. They see no differences in paper, so they unknowingly and willingly spend money on unnecessary supplies to help their paper to last longer by coating the paper with plastic spray or enamel.

The execution starts off with having the paper cut artist co-creating an exhibition by using the product, Hi-Jet paper, to mimic an aquarium. While the exhibition is held for 2 weeks, the paper cut artist spreads out the awareness to the social media of Facebook and Instagram on her own channels to reach her existing fans and lead them to the exhibition.

The campaign reaches the target consumers, both paper specialist and regular paper users, to educate the new understanding on Hi-Jet papers that they are water-resistant and high quality. Consumers will not need to spend money on unnecessary supplies to help their paper to last longer. People contacted the Facebook and brand for further product detail. Sales raised and most importantly the change in behavior of not to coat their regular paper are clearly understood by the audience.

By creating an exhibition for two weeks on water-resisted paper draws attention to the audiences. In addition, using a paper cut artist as a part of the creative idea tactically helps endorsing the voice and create buzz among the artist's fan base on social media.

Target audiences are anyone who are involve in the work that requires paper, more specially in art and design industry and those who needs the quality paper. We are approaching the audience by using the paper cut artist who specially have high involvement with papers, in addition of her fan base, this help creates credibility and awareness reach to speak the product's strength and educate consumers on the paper quality.

Consumers do not reassess when it comes to choice and the quality of paper they use. They unknowingly and willingly to spend money on unnecessary supplies to help their paper last longer. The objective is to create the product performance recognition of Hi-Jet is the paper of choice for use in indoor productions.