SITUATION:

• Low Equity
• Market switch (from Ball-Point to Fine-Point)

TACTICS:

• Product Launch
• One Internal Launch (for the staff)
• Six Regional/Trade Launches – Lagos, Ibadan, Akure, Onitsha, Kaduna & Abuja (for Customers)
• Teasers (with BIC Ninjas and Drum Boys)
• Consumer Sampling (using the Giant Try-It Board for product demonstration & sampling)

RESULTS:

• 7 Product Events/launches achieved (1 Office & 6 Regional)
• 16 Teaser activations, 8 Open Market activations
• 16, 960 pens sampled
• High awareness and engagement achieved for the new BIC Cristal Ultra-Fine pen