Bic Digital, Case study Bic Champenships by McCann Erickson Melbourne

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Bic Champenships

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Industry Stationery
Media Digital, Interactive & Mobile, Case study
Market Australia
Agency McCann Erickson Melbourne
Chief Creative Officer Pat Baron
Executive Creative Director Matt Lawson
Art Director Ryan Clayton, Caity Moloney
Copywriter Patrick Trethowan, Charles Baylis
Production Studio Pancho
Director Wilfred Partriarca
Released October 2016


Direct Lotus Best Use Of Social Media Bronze

Credits & Description

Company Entering: Mccann Melbourne, Melbourne
Brand: Bic
Advertiser: Bic
Agency: Mccann Melbourne, Melbourne
Managing Director: Adrian Mills
Chief Creative Officer: Pat Baron
Executive Creative Director: Matt Lawson
Copywriter: Charles Baylis/Patrick Trethowan
Art Director: Caity Moloney/Ryan Clayton
Digital Director: Tony Prysten
Account Director: Richard Hayes
Account Manager: Conor Lloyd
Strategic Planning Director: Chris Baker
Senior Digital Producer: Joe Guario
Agency Producer: Victoria Conners/Afrim Memed
Digital Producer: Allison Snow
Film Production Company: Studio Pancho, Melbourne
Director: Wilfred Partriarca
D.O.P/Cinematographer: Ed Goldner
Gaffer: Tom Savige
Executive Producer: Francesca Dorazio
Film Producer: Olivia Stewart
Vfx Supervisor: Patrick Salter
Post-Production Company: Studio Pancho, Melbourne
Editor: Patrick Salter
Colorist: Cj Dobson
Post Producer: Olivia Stewart
Special Effects Company: Studio Pancho, Melbourne
Visual Effects: Patrick Salter/Wilfred Partriarca
Animator: Patrick Salter
Special Effects Producer: Olivia Stewart
Sound Production Company: Production Alley, Melbourne
Sound Designer: Paul Mccosh
Sound Studio Producer: Jess Leman
The Brief:
We Needed To Create A Campaign That Would Increase The Sales Of Bics Iconic 4-Colour Pen. The Only Problem Is That These Pens Last A Really Long Time. So We Had To Find A Direct Way To Get People To Use Them And Also Give People Who Dont Have The Pen A New Reason To Buy One. Measurable Objectives Were; 1. Drive A 5% Volume Increase On The Range. 2. Secure Off Location Displays 3. Get Incremental Ranging Of New Lines
The Strategy:
Research Identified Students Ages 11-16 As The Key Demographic For 4 Bic Pens. Knowing This We Developed A Direct Campaign That Would Engage Our Audience And Allow Them To Interact On A Medium We Know They Use - Social Media. We Developed The Champenships Platform - 14 New Pen Based Games - Leveraging Oneupmanship To Appeal To Their Competitive Nature. Participation Was Further Incentivized With A Number Of Promotional Prizes. Finally We Made The Path To Purchase As Easy As Possible, Linking All Comms And Games To Opportunities To Find And Buy Pens Specific To Each Game.
The Execution:
We Developed 14 New Pen Based Games - Each Designed To Use The Ink Or A Unique Feature Of The Bic Pen. We Launched With Social Videos Teasing The Event And Invited People Directly To Our Landing Page Where They Could Buy A Pen, Download Gameboards And Compete. During The 4 Month Event We Released Social Posts, Videos And Hosted Events On Facebook Live Revealing New Prizes And Events. These Gave Our Audience An Opportunity To Share Championship Content Amongst Themselves. Each Week We Released Highlights Videos Of User Generated Content; Announcing Winners And Drawing More Interaction.
The Result:
The Campaign Directly Drove A 7.38% Volume Increase On The 4c Range. This Gave Bic A Direct Way To Advertise Their Pens And Also Enabled Them To Point To Their New Range Of 4-Color Pens. During The Event The Campaign Received Over 549,000 Direct Interactions And 1.7 Million Views.