STRATEGY

• Increase brand awareness and brand loyalty among users
• Drive trial of stationery items

TACTICS

• Target primary and secondary schools in selected locations
• Use brand asset(BIC Boy) as point of engagement with TG
• Deploy engagement activities to excite the students
• Deploy team of promoters to seed into neighborhood shops and deploy POSM

RESULTS

• Reached 19,987 people
• Activated 10 schools in 4 days
• Sold 200 cases of BIC Original
• Deployed 388 Class Name tags