BIC® AFCON LIGHTER DÉCOR ACTIVATION
PROBLEM STATEMENT
Low awareness and weak loyalty in the BIC lighter segment, with poor availability in key channels
Lack of emotional connection between the brand and its target audience
To boost sales: expand distribution and increase the number of hardline SKUs
STRATEGY
BIC partnered with Octoplus in December 2023 to boost visibility of the Mini J5 lighter, deploying 10 VAPs across Dakar and UPC during AFCON.
RESULTS
The campaign led to increased sales of the BIC Mini J5 Lighter and recruited new customers, achieving a 53% strike rate and surpassing targets with 108% in both volume and value.
- 62,373 Units of Mini J5 sold 1,172 Posters deployment