BIC Australia: Bic 4 Colour World Champenships

Chamari Kariyakaranage and Adrian Mills

Campaign details

Brand: BIC Australia
Brand owner: BIC
Lead agency: McCann
Country: Australia,New Zealand
Industries: Sundries
Channels used: Games & competitions, Online display, Online video, Outdoor, out-of-home, Social media, Websites & microsites
Budget: 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 get existing owners to use their Bic 4 Colours Pens more, so that their pens would run out, and they would have to go and buy new ones.