Centropen: Express Yourself
McCann Erickson/Momentum
Background
The traditional Czech brand Centropen (1940) is a manufacturer of high-quality stationery for children, offices and professionals. The stationery market is divided into large brand manufacturers with higher priced products and "unbranded", mostly Asian manufacturers, who provide increasing pressure with prices that are much lower than Czech producers can afford.
The concept and creativity of the campaign combined a push strategy aimed at wholesalers. It utilised pure selling points with a pull strategy of telling stories through cartoon characters with the intention to establish a close relationship with the target group of young people....