BIC ART STARS SCHOOL CONTEST (BASSC) ~ MAR – MAY, 2016

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%
  • Client:BIC
  • Date:March -May, 2016
  • Tags:Nigeria
  • Project Type:Experiential
  • Marketing

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