The well-known ball-point pen manufacturer, Bic, is launching an innovative marketing campaign aimed to highlight the level of quality and value in it’s Crystal range. The 12-week campaign, developed by integrated marketing agency Space, hopes to engage customers with the product by challenging consumers to finish the ink in their Bic Crystal pen and return it (with the packaging and receipt) in order to win £10 cashback prize.

This creative idea is based on independent scientific research which concluded that Bic Cystal pens write for longer than rival brands. The campaign uses the strapline “Bic Crystal Takes You Further”, to strengthen this brand message of longevity.

Press ads are planned to feature in lifestyle magazines, including Heat, Now and Closer. The campaign will also use outdoor ads, online marketing, in-store promotion and social media to ensure the marketing activity is fully integrated.

I think this campaign is fabulous! It shows how a simply product, such as a pen, can be the centre point of an exciting promotion. I am keen to give the challenge a go!

Have a wonderful day,


By Chakraborty

Dr Chakrabarty is the Chief Innovation Officer of IntuiComp TeraScience. Earlier she was Assistant Professor of Delhi University, a QS ranked university in India. Before that she has held research positions in IIT Mumbai, IIT Chennai and IISc Bangalore. She holds 2 patents and over 20 research publications in her name which are highly cited. Her area of research is in smart technologies, integrated devices and communications. She also has a penchant for blogging and is an editor of Business Fundas.

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