The best thing about BIC 4 Colour pens is they last a really long time. The problem for BIC sales is… they last… a really long time. So we invented new interactive ways to get students to use them. Enter ‘BIC 4 Colour World Champenships’, 14 all new pen based sports, broadcast live from the internationalé estadio del Facebook-o. Just print, film, upload and win. Each week players competed with their pens on social to win the title of ‘World Champen’. To enter all you needed to do was buy a BIC 4 Colour and start your training.

Results

• 549,000 crowd participants
• 7.38% sales increase
• 3.7 Million spectators

Recognition

2018 – APAC Effie Awards SILVER (BIC: Champenships) Sponsorship & Events Marketing
2018 – APAC Effie Awards FINALIST (BIC: Champenships) Sponsorship & Events Marketing
2017 – WARC SLVER (BIC: Champenships) Content Strategy
2017 – Tangrams FINALIST (BIC: Champenships) Other Consumer Products
2017 – AdStars SILVER (BIC: Champenships) Direct: Best Use of Direct Marketing
2017 – AdFest BRONZE (BIC: Champenships) Direct: Best Use of Social Media
2017 – AdStars FINALIST (BIC: Champenships) Direct: Campaign
2017 – AdStars FINALIST (BIC: Champenships) Direct: Campaign
2017 – AdFest FINALIST (BIC: Champenships) Media: Best Use of Social & Earned Media
2017 – AdFest FINALIST (BIC: Champenships) Promo: Best Use of Social Media

Creatives: Patrick Trethowan, Matt Lawson, Charles Baylis, Caity Maloney, Pat Baron
Production: Pancho