Pilot: Selling a new kind of pen through a location-based strategy

Pilot, the pen manufacturer, used location technology to deliver ads to shoppers in Brazil.

Campaign details

Brand: PilotLead Agency: In LocoRegion: LATAM

Strategy

Objective

Do you know any pen, or pencil, related innovations? The object, which has existed for centuries, has never undergone a great change, always relying on the logic of ink and feather. Pilot, the world leader in production and sale of pens, decided to innovate one of the best known products of humanity.

The company has created a type of pen that can erase the ink applied to the paper. It's called Pilot Frixion Ball. In this case, the biggest challenge was in convincing the public...

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