BIC crowdsourced the Big Idea & User Generated Content for an online campaign for the BIC® 4 Colours pen.
BIC® 4 Colours is an iconic ball pen, uniquely recognizable thanks to its original design and, its unique four colours functionality. BIC decided to work with eyeka to create fresh, creative, diverse, and cost-effective videos to develop a saga-like online activation targetted to 15-25 year old students in France, Germany, Italy and the UK.
The challenge of the campaign was to rejuvenate the BIC brand image, while demonstrating the unique functionality of the BIC® 4 Colours .
A 2-step collaborative process...
BIC and eyeka worked on a 2-phase process
1. to co-create a creative idea
2. to develop video content based on a co-created big idea.
1. to co-create a creative idea...
In 10 days, the marketing team received 110 ideas from 27 countries.
A 1 day Co-Creation Workshop was done by BIC & eÿeka to identify & refine the brief for Phase 2. Among the 3 shortlisted communications territories, the one positioning the BIC® 4 Colours pen as the most stolen pen was picked as the most powerful.
2. ...and crowdsource videos
In 5 weeks, the marketing team received 84 videos from 24 countries telling stories of ingenious ways to protect a BIC ® 4Colours from getting stolen.
BIC tested the videos on its digital platforms to identify which had the most viral potential. The team worked with WeAreSocial to create the "#BICtemptations" Saga that was aired on the mybicpen Facebook page and the BIC Group YouTube channel.
The Campaign Results
The campaign ran for 6 weeks during the back-to-school period in 2017. Topline Results
47 million views on Youtube
50 million views on Facebook
The campaign generated lots of positive comments and reactions among the target audience & media.
And, most importantly, the campaign helped grow the Multicolour Ball pens category by 25% in participating markets.
Due to the great success, the "#BICtempations" Saga was repeated in 2018.
BIC is a family-owned company listed on the Paris Stock Exchange and a world leader in stationery, lighters and shavers. For more than 60 years, BIC has honored the tradition of providing high-quality, simple, inventive and reliable choices for everyone, everywhere, every time.
Eÿeka is thrilled to be part of this Success Story with BIC® 4 Colours !
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