Off the back of last year’s successful campaign, The Pilot Pen Company (UK) Ltd will be rolling out a multi-channel BTS campaign, including digital TV, cinema, YouTube advertising, social media advertising and partnerships with influencers and content creators. Pilot aims to create a buzz and generate anticipation among audiences, igniting their curiosity and desire for the market leading FriXion range of erasable pens.
First launched in 2006, the FriXion rollerball has grown to become is the best-selling rollerball in terms of sales value in the UK and is a family shoppers’ favourite over the Back-to-School season.
Pilot will be running with the FriXion film that was created last year to reaffirm FriXion in the minds of the keys consumers as the original erasable pen in a fun and memorable way which clearly shows consumers the key features of the pens – write, erase, repeat and refill.
Adam Smith, Marketing Manager for Pilot Pen UK explains “We strongly believe in investing in our end-user awareness campaigns and despite being the UK’s best-selling rollerball pen by sales value, we know that there are still a large number of potential users out there who are not yet aware such an amazing pen exists and so we are continually investing in in the brand and wide-reaching media campaigns which will bring great benefits to our trade customers who stock the FriXion range”.
The advert will launch in UK cinemas from the 11th July for an 8-week period across 3 blockbuster releases and then from 17th July across Sky Digital channels in both the UK & Ireland. Together with a targeted You Tube advertising campaign and social media influencer program, covering a 10-week period starting in July.
In addition, to help support our customers there is a complete FriXion BTS media kit available which includes: A3/A4 poster artwork, web banners, social media posts, product imagery as well as the advert itself in 3 different formats for usability across all digital media platforms. Download the Media Kit here.
The full advert can be viewed on Pilot’s YouTube channel.
To find out more about the Pilot FriXion range of erasable writing instruments, please visit www.pilot-frixion.uk/uk
