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.

- 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.