Agency: SMART | Author: Ashley Farr |
Bic – Failsafe
Finalist – Campaign for Established Product Brands
Agency: SMARTClient: Bic CorporationProduct: Bic Pens
SYNOPSIS
The aim of this paper is to demonstrate the value of understanding your target audience and finding ways of engaging them, even during periods that traditionally would be deemed a no-go time; exams. In a category that, in the high tech world we live in, is pretty hard to create new news in or any consumer excitement, that is, the humble pen.
This was not a brief met with any groans. Indeed far from...