Campaign details

Brand: Bic
Brand Owner: Société Bic
Lead Agency: McCann Melbourne
Country: Australia
Industries: Sundries
Media Channels: Online video, Outdoor, out-of-home, Product sampling, Search marketing, Social media, Websites & microsites
Budget: Up to 500k

Executive Summary

The best thing about Bic 4 Colour Pens is they last a really long time. The problem for Bic sales is their 4 Colour Pens last a really long time. So, rather than run an advertising campaign, we got existing owners to use their Bic 4 Colours Pens more so that their pens would run out, and they would have to run out and buy new ones.