SITUATION:

• Low awareness among Target Group
• Low demand
• Low Equity

TACTICS:

• Sampling Activation (in Junior and Senior Secondary Schools)
• National Competition (BIC ART STARS SCHOOL CONTEST) in selected schools (40 secondary schools) in three categories;
• Drawing, Quiz, Dance Choreography
• Sell-in into Secondary School Stationery Outlets
• Secondary Schools Wall Painting and Branding
• Design, Procurement and Fabrication of all Give-Aways and Activation Materials

RESULTS:

• Sampled 40,000 BIC Cristal Original and 40,000 BIC Graphite Evolution Pencils in 40 Schools in 4 Cities
• 40 Secondary Schools (10 per city in 4 cities; Lagos, Ibadan, Enugu and Kano) were enlisted as BIC Friendly Schools
• 56 Secondary Schools Stationery Outlets activated
• 2 Most Outstanding Students in each schools selected as BIC Ambassadors.
• Emotional bond with the brand achieved amidst core target group
• Increase in sales by 15% in Q1 2016 vs Q4 2015; Lagos 25%