Reflex Paper Campaign

Client: Reflex Paper

Campaign: Breakdance Campaign

Target Market: Office workers, 25 - 35, typically in admin / PA roles


To keep Reflex Paper at the top of the office paper segment as it was being attacked by cheaper imports.


We built an integrated campaign (television, website, consumer competition, POS, trade press, on-pack graphic, sampling, and online advertising) that reinforced the ‘Superior Performance’ brand promise. The creative utilised breakdancing to add modernity to the framework of their characteristic ‘Reflex action’ proposition.


Highest ever levels of total brand awareness (95% in business and 99% in home office / small office); digital media delivered 55,245 clicks to the campaign landing page, and achieved over 8,000 opt-ins to the Reflex database.