Pilot Promo, Case study KWOTASHNZ by Marcel Paris

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Industry Stationery
Media Promo & PR, Case study
Market France
Agency Marcel Paris
Copywriter Antoine Bonodot, Nicolas Feer
Account Supervisor Augustin Laffuge
Released April 2011

Credits & Description

Category: Other Consumer Products (including Durable Goods)
Advertiser: PILOT
Product/Service: PENS
Agency: MARCEL
Date of First Appearance: Apr 11 2011
Entrant Company: MARCEL, Paris, FRANCE
Partner/Executive Creative Director: Anne de Maupeou (Marcel)
Partner/Executive Creative Director: Véronique Sels (Marcel)
Partner/Executive Creative Director: Sébastien Vacherot (Marcel)
Copywriter: Antoine Bonodot (Marcel)
Copywiter: Tom Mayer (Marcel)
Copywriter: Nicolas Feer (Marcel)
Account Supervisor: Augustin Laffuge (Marcel)
Media placement: SMS Sendings - Mobile Phones - 11 April 2011

Insights, Strategy & the Idea
Most students no longer write. They text. They tweet. They download school courses on their computer. The actual number of pens in their school bag diminishes daily. How do we win them back? How do we become their favourite brand of pen?
The idea : send SMS to students (at least we’ll be sure they’ll read them) with famous quotations from Shakespeare, Thoreau, Tagore, and Tennnyson, written as an SMS with abbreviations, symbols and signs.
After the quotation, a message appears: some texts deserve better than a text. By replying with the word « pen », students can win a Pilot.

Creative Execution
We chose famous quotations and then re-wrote them as badly as possible. Examples: My hart iz eva @ yer servix. Shakspur. (My heart is ever at your service. William Shakespeare). Cum in2 da gardn, Mawd, I m here @ da g8 a lone. Lord Al-T. (Come into the garden, Maud, I am here at the gate alone; Lord Alfred Tennyson).

These SMS were sent exactly like ordinary SMS. This made the conclusion (some texts deserve better than a text, send « pen » and win a Pilot) more surprising.

Results and Effectiveness
> More than 200,000 people from 15 to 25 years old targeted in Europe.
> 98% of them exposed to the brand.
> 15% of them have interacted with the brand.