Off the back of last year’s successful campaign, Pilot Pen UK will be rolling out a multi-channel BTS campaign, including Sky TV, cinema, You Tube advertising, social media advertising and partnerships with influencers and content creators.
The campaign aims to create a buzz and generate anticipation among audiences, igniting their curiosity and desire for the 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,” says Adam Smith, marketing manager for Pilot Pen UK. “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 the brand and wide-reaching media campaigns which will bring great benefits to our trade customers who stock the FriXion range.”
The campaign launched on Sunday in UK cinemas for an 8-week period, showing across three blockbuster releases including Despicable Me 4, Deadpool & Wolverine and Harold and the Purple Crayon. And from Monday 15 July, the campaign will be shown across Sky TV in both the UK and Ireland, together with a targeted You Tube advertising campaign and Social Media influencer program, covering a 10-week period.
“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,” says Adam.
