BIC® 1 FAN ZONE/ SPACE TO WATCH SENEGAL’S MATCHES

PROBLEM STATEMENT

  • Lack of awareness of the BIC 1 sensitive among the youths (18-35) which amount to 43% of the Senegalese population

STRATEGY

  • BIC 1 Sensitive – Football Fan Zone Activation
  • 5 Fan Zones set up in high-traffic areas across key cities
  • Halftime Engagement: Fun games and audience interaction
  • Sales Mechanism: Buy BIC 1 Sensitive → Enter raffle → Win branded gifts
  • On-ground Impact: Brand promoters deployed + heavy POSM visibility

RESULTS

  • 1 month activation in Dakar
  • 5 Fan zones in Dakar
  • Consumer reward through Buy and Win & Predict and win
  • Increased awareness of the BIC 1 sensitive and directly increase the sales of the product in Dakar
  • Brand: BIC
  • 2023 AFCON Event
  • Dakar, Senegal
  • January – February 2024