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BIC
THERE'S ALWAYS A BIC TO HAND
Fact
BiC sell approximately 19.1 million pens a day
Insight
There's always a BiC to hand
Strategy
By showing people all of the moments you might need a pen
Provide a campaign that convinces the market that BiC are both the boring pen that gets taken for granted.
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Brief
POSTERS
Everyone knows what a BiC is and what they sell so why make yet another advert saying the same thing?
That's why I demonstrated why a BiC can have multiple purposes.
TV ADVERT
Roughly lasting for about 30 seconds, this advert starts off intense leaving you wondering what this could be promoting. This will help to grab the viewers attention for it to then show that the advert is for BiC demonstrating that you can find a BiC pen anywhere!
TV IDENTS
TV Idents will appear before a programme and the ident will be different according to what programme it is sponsoring e.g. the BiC pen is used as a magic wand to sponsor Derren Browns magician show.
People will get the opportunity to share situations where they have used a BiC other than to write with. Some of the best answers will be used in Instagram Posts.
THE BiC HUNT
After the last year, many places now require you to bring your own pen e.g. doctors, dentists, banks, voting, etc. But that could be a big issue if you've left it at home...
NOT WITH BIC.
Each pen would be tagged which links to an app on your phone. If you are in desperate need of a pen, you can go on the app and it will tell you where the nearest BiC is if it hasn't been touched for 2+ hours.
Because after all... There's always a BiC to hand.
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