TUL pens is an integrated campaign for OfficeMax that uses the art and science of Graphology to get people excited about their pens. The campaign combines a clever print insert that prompts the consumer to interact with the TUL.com website where they can have their hand writing personally analyzed by Dr. Gerard Ackerman and learn which pen best suits their handwriting style and personality.

Consumers were asked to participate in the handwriting analysis by completing and mailing in a print-ad postcard that introduced OfficeMax’s TUL Pen Graphological Initiative in magazines like Wired, InStyle, Esqure, Metropolis and Dwell. After mailing in their postcard, their handwriting was analyzed by Dr. Ackerman and his team of graphologists. The postcard was scanned in and Dr. Ackerman then sent an e-mail with a link to the website, where they could view their handwriting and the analysis of their handwriting.The print-ads also promoted TUL.com where anyone could have their handwriting analyzed on-line by answering a few simple questions about their handwriting style.

When TUL.com went live, OfficeMax received more than five times the average response cards alone. Bloggers and the trade press have given TUL.com rave reviews and within weeks, the pens were flying off the shelves. OfficeMax literally cannot manufacture the pens fast enough to keep up with the demands TUL.com created.