BIC Australia: Bic 4 Colour World Champenships

This case study describes how pen brand Bic boosted sales by creating an online competition in Australia and New Zealand to get existing owners to use their Bic 4 Colours Pens more, so that their pens would run out.

BIC Australia: Bic 4 Colour World Champenships

Chamari Kariyakaranage and Adrian Mills

Campaign details

Brand: BIC AustraliaBrand owner: BIC Lead agency: McCann Country: Australia,New ZealandIndustries: SundriesChannels used: Games & competitions, Online display, Online video, Outdoor, out-of-home, Social media, Websites & micrositesBudget: Up to 500k

Executive summary

The best thing about Bic 4 Colours Pens is they last a really long time. The problem for Bic sales is that its 4 Colours Pens last a really long time. So, rather than run an advertising campaign, we decided to...

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