CAMPAIGN INSIGHT

Bic Clic Celebrates 60 Years in NZ

During 2016 the BIC CLIC pen celebrated 60 years in New Zealand. Originally introduced to New Zealand in 1956, the BIC CLIC carries the same iconic design and has built up a long-standing trustworthy relationship with Kiwis.

To thank NZ businesses and consumers for their loyal support over 60 years, BIC released commemorative gold and silver pens for Kiwis to add to their family of BIC pens. These pens were available via supermarkets and stationery outlets nationally.

AMG Group was asked to develop a PR campaign that would help celebrate BIC CLIC’s birthday across both trade and consumer markets.

A trade birthday party was held at OfficeMax head office, complete with a 1.6 metre birthday cake, in the shape of a giant BIC CLIC pen. This activity resulted in over 40 pieces of trade/business exposure.

Media kits included gold and silver cupcakes and balloons, a commemorative BIC CLIC book and limited edition pens and were delivered to national media. This activity resulted in multiple exposure reaching 1.8 million New Zealanders.

The Café TV show hosts gave exposure to BIC CLIC pens and offered birthday packs to their audience via a Facebook promotion.

Children’s television show What Now integrated BIC CLIC into its show and ran a promotion that captured the attention of both parents and children. 

An advertising campaign with the tagline ‘Thanks for always being there’ supported the 60th birthday and ran across buses and magazines nationally.

The BIC CLIC 60th birthday campaign was very successful, far exceeding all expected KPI’s with exposure achieved across multi media channels.