Brand Experience and Activation > Digital & Social

BIC CHAMPENSHIPS

McCANN MELBOURNE, Melbourne / BIC / 2017

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Overview

Credits

Overview

CampaignDescription

To get people buying BIC 4 Colour pens we created the BIC Champenships, the ultimate pen-based sporting event, featuring 14 all new games that require a BIC to play. Each game was designed to use the ink or a unique feature of the BIC pen. We leveraged the competitive nature of students on social media to create a community of players buying pens to battle it out for the title of World Champion, or as we call them ‘World Champens’.

Execution

We launched with social videos teasing the event and invited people directly to our landing page where they could buy a pen, download gameboards and compete. During the 4-month campaign we released social posts, videos and hosted events on Facebook Live revealing new prizes and events. We created a wide range of prizes that would capture the attention of the offline audience in classroom and at schools, including bespoke gold edition BIC pens, pencil cases and books. These gave our audience an opportunity to share championship content amongst themselves. Each week we released highlight videos of user generated content announcing winners and drawing more interaction.

Outcome

We were able to measure our campaign by the direct sales results and also interactions with our social audience. The campaign directly drove a 34% volume increase on the 4 Colour range. This gave BIC a direct way to advertise their pens and also enabled them to push their new range of 4 Colour pens. During the event the campaign received over 549,000 interactions and 1.7 million content views.

Relevancy

The BIC 4 Colour World Champenships was a promotional campaign that created 14 pen-based games for students to play against each other. Hosted on Facebook, the 4-month event used the competitive nature of social media to challenge students from around the world to compete against each other with BIC pens, to win the title of 'World Champen'. It was an online promotional campaign that got people reaching for their pens to reach for the title of World Champen.

Strategy

Research identified students ages 11-16 as the key demographic for BIC 4 Colour pens. Knowing this we developed a direct campaign that would engage our student audience and allow them to interact on a medium we know they use when they have spare time at their disposal - social media. The launch was timed to coincide with the 2016 Olympics and exam time, when sports conversations and procrastination would be at a high amongst students.

We developed the Champenships platform - 14 new pen based games - leveraging one-upmanship to appeal to their competitive nature. Participation was further incentivized with a number of promotional prizes. Finally we made the path to purchase as easy as possible, linking all communications and touch points to opportunities to find and buy pens specific to each game.

Synopsis

We needed to create a campaign that would increase the sales of BIC's iconic 4 Colour pen. The only problem is that these pens last a really long time. So we had to find a new way to get people to use them and also give people who don't have the pen a new reason to buy one. Measurable objectives were to drive a 5% volume increase on the range including sales of +200k units, securing off location displays and gain incremental ranging of new lines.

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