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  • SUB CATEGORY :
    BEST USE OF SOCIAL MEDIA & EARNED MEDIA
  • COMPANY ENTERING :
    MCCANN MELBOURNE, MELBOURNE
  • ENTRY TITLE :
    BIC CHAMPENSHIPS
  • BRAND :
    BIC
  • ADVERTISER :
    BIC
  • AGENCY :
    MCCANN MELBOURNE, MELBOURNE
  • MANAGING DIRECTOR :
    ADRIAN MILLS
  • CHIEF CREATIVE OFFICER :
    PAT BARON
  • EXECUTIVE CREATIVE DIRECTOR :
    MATT LAWSON
  • COPYWRITER :
    CHARLES BAYLIS/PATRICK TRETHOWAN
  • ART DIRECTOR :
    CAITY MOLONEY/RYAN CLAYTON
  • DIGITAL DIRECTOR :
    TONY PRYSTEN
  • ACCOUNT DIRECTOR :
    RICHARD HAYES
  • ACCOUNT MANAGER :
    CONOR LLOYD
  • STRATEGIC PLANNING DIRECTOR :
    CHRIS BAKER
  • SENIOR DIGITAL PRODUCER :
    JOE GUARIO
  • AGENCY PRODUCER :
    VICTORIA CONNERS/AFRIM MEMED
  • DIGITAL PRODUCER :
    ALLISON SNOW
  • FILM PRODUCTION COMPANY :
    STUDIO PANCHO, MELBOURNE
  • DIRECTOR :
    WILFRED PARTRIARCA
  • D.O.P/CINEMATOGRAPHER :
    ED GOLDNER
  • GAFFER :
    TOM SAVIGE
  • EXECUTIVE PRODUCER :
    FRANCESCA D'ORAZIO
  • FILM PRODUCER :
    OLIVIA STEWART
  • VFX SUPERVISOR :
    PATRICK SALTER
  • POST-PRODUCTION COMPANY :
    STUDIO PANCHO, MELBOURNE
  • EDITOR :
    PATRICK SALTER
  • COLORIST :
    CJ DOBSON
  • POST PRODUCER :
    OLIVIA STEWART
  • SPECIAL EFFECTS COMPANY :
    STUDIO PANCHO, MELBOURNE
  • VISUAL EFFECTS :
    PATRICK SALTER/WILFRED PARTRIARCA
  • ANIMATOR :
    PATRICK SALTER
  • SPECIAL EFFECTS PRODUCER :
    OLIVIA STEWART
  • SOUND PRODUCTION COMPANY :
    PRODUCTION ALLEY, MELBOURNE
  • SOUND DESIGNER :
    PAUL MCCOSH
  • SOUND STUDIO PRODUCER :
    JESS LEMAN
  • THE BRIEF :
    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 DIRECT 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; 1. DRIVE A 5% VOLUME INCREASE ON THE RANGE 2. SECURE OFF LOCATION DISPLAYS 3. GET INCREMENTAL RANGING OF NEW LINES
  • THE STRATEGY :
    RESEARCH IDENTIFIED STUDENTS AGES 11-16 AS THE KEY DEMOGRAPHIC FOR 4 COLOUR BIC PENS. KNOWING THIS WE DEVELOPED A DIRECT CAMPAIGN THAT WOULD ENGAGE OUR AUDIENCE AND ALLOW THEM TO INTERACT ON A MEDIUM WE KNOW THEY USE - SOCIAL MEDIA. WE DEVELOPED THE CHAMPENSHIPS PLATFORM - 14 NEW PEN BASED GAMES - LEVERAGING ONEUPMANSHIP 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 COMMS AND GAMES TO OPPORTUNITIES TO FIND AND BUY PENS SPECIFIC TO EACH GAME.
  • THE EXECUTION :
    WE DEVELOPED 14 NEW PEN BASED GAMES - EACH DESIGNED TO USE THE INK OR A UNIQUE FEATURE OF THE BIC PEN. 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 EVENT WE RELEASED SOCIAL POSTS, VIDEOS AND HOSTED EVENTS ON FACEBOOK LIVE REVEALING NEW PRIZES AND EVENTS. THESE GAVE OUR AUDIENCE AN OPPORTUNITY TO SHARE CHAMPIONSHIP CONTENT AMONGST THEMSELVES. EACH WEEK WE RELEASED HIGHLIGHTS VIDEOS OF USER GENERATED CONTENT ANNOUNCING WINNERS, DRAWING MORE INTERACTION.
  • THE RESULT :
    THE CAMPAIGN DIRECTLY DROVE A 7.38% VOLUME INCREASE ON THE 4C RANGE. THIS GAVE BIC A DIRECT WAY TO ADVERTISE THEIR PENS AND ALSO ENABLED THEM TO POINT TO THEIR NEW RANGE OF 4-COLOR PENS. DURING THE EVENT THE CAMPAIGN RECEIVED OVER 549,000 DIRECT INTERACTIONS AND 1.7 MILLION VIEWS.
  • URL :
    http://champenshipsbic.com