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.

Centropen's competitors invested over 1.200.000 USD in media. The investment shouldn't exceed 130.000 USD.

National context of the campaign

Brand orientation of consumers in this segment is not very strong in the Czech Republic, making it important to distinguish oneself from the competition.