BiC, the world’s leading manufacturer of ball-point pens, is set to launch an integrated marketing campaign to communicate the value and quality of the BiC Cristal range while driving engagement with the brand by tasking their consumers with a unique challenge.
The campaign, which has been created by integrated marketing agency, Space (www.agencyspace.co.uk), involves targeting consumer audiences across a range of media channels, including press and outdoor advertising, online marketing, in-store promotion, and social media. The campaign will run for 12 weeks.
The work has been inspired by independent scientific research into the lifetime of a number of ball point pens across the UK.
It was proven that BiC Cristal performed the strongest by far, writing for further and longer, and in some cases twice as far than other usual ball pens.
Using the research Space has devised and developed with BIC a campaign based on the proposition ‘BiC Cristal Takes You Further’, which centres on a money-back offer with a difference. The Challenge BiC promotion challenges consumers to finish their BiC Cristal pen and celebrate with £10 back.
The message will be carried via on-pack stickers in multiple and high street retailers, targeting SME’s, consumers and those in education.
Consumers will also be able to interact with the BiC brand by logging onto challengebic.co.uk, where they can download an application form, and together send it in with their empty pen, a receipt and the empty BiC Cristal Medium promotional pack pouch packaging to claim their tenner.
In addition, BiC pens fans can upload their photos, videos on how they finish their BiC Cristal pen. Press ads, featuring an execution based on the University of Reading research about the longevity of the BiC Cristal Medium, will be appear in leading lifestyle magazines.
These publications include Heat, Now and Closer. In addition, a significant burst of outdoor advertising activity will run nationwide to raise awareness of the brand proposition and encourage sales in-store.
Yolande de Trogoff, BIC UK & Ireland Trade Marketing Manager at BiC, says, “This innovative campaign will reinforce the quality and value in every BiC Cristal ball pen, but also build on BiC’s creative and engaging communications."