Cannes Lions

BIC CRISTAL

ZERO STARTING IDEAS, Milan / BIC / 2012

Film

Overview

Entries

Credits

Overview

Execution

The creative idea stems from the desire to transform the legendary BIC Cristal pen into an element of social and viral engagement. How? By leveraging Facebook: site users can indeed socialise and find friends on the largest social network of the moment through the writing experience. Voilà: from NeverEndingPen to NeverEndingFriends, with a site and an application that have empowered a multi-channel and media-neutral strategy. This social contact engages users in a typing experience whereby they become actors in a live creative process, engendering phrases, colours, shapes, in a never-ending sequence of strokes of the legendary BIC Cristal.

Outcome

- During Back To School 2011, Bic's sell-out went up 3.9 points of volume share - In particular, BIC® Cristal®, the ballpoint pen advertised in the campaign, is the market leader in terms of volume; during the campaign, its sell-out increased by 12% over the previous year- The entire "Cristal Family" has seen a positive trend, with Cristal and Cristal Clic Grip featuring again in the Top Ten list of best-selling ballpoint pens- Bic has distributed more than 2000 displays (+10% more than in 2010) containing products of the "Cristal Family" range in large-scale retail channels, announcing the contest associated with the digital campaign. Source: GFK Jul - Sep '11 vs '10 and Internal Data.

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