KNOW YOUR AUDIENCE
The focus was on Sub-Saharan Africa countries – Morocco being a key player. The millennials, just like millennials the world over, are heavily reliant on technology. Pens are the last thing they think of, let alone what sort of pen to use. In order to increase brand awareness, Tonic International devised a strategy that focused on injecting some much-needed playfulness back into Bic pens.
TECHNOLOGY CAN’T ALWAYS BE TRUSTED
When tech lets you down you need something else you can rely on. That’s where Bic Cristal comes in – the number one ball pen in the world. With its perfect ink flow and quick drying formula, handwriting is clear and uninterrupted time and time again.
A CLASSIC TALE
The Tonic team took a playful spin on a classic story: Girl meets boy, boy meets girl. By adding an element of charm, Bic Cristal resonated more with its younger target audience.
Boards were tested with focus groups and received some rather impressive high scores.
ALL IN THE STORYTELLING
Before Bic Cristal became a digital advert, it was a couple of storyboard frames illustrated by a talented artist.