As an icon of the stationery category, BIC needed a creative platform and go-to-market plan to launch their new Intensity marker range across Australia and New Zealand. With an apathetic local market, and international campaigns that wouldn’t suit the AUNZ audiences, the brand’s strategic platform and related campaign needed to represent all of the product's strengths, while at the same time amplifying what the markers enable users to do in their everyday.
After interviewing a range of
users - from high school students to working mums through to office supply managers - we realised that
there was a huge opportunity available to us. We could introduce our markers to a market, who’d known and
trusted our brand since early childhood, but were agnostic when it came to marker loyalty.
With low levels
of innovation in the category over the years, we knew that BIC Intensity could be known for giving users
more vibrant, reliable and affordable markers, because everyone deserves true self-expression at their
fingertips.
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With the core brand idea of Intensity markers being that they’re bolder, not older, we were able to create the clear space necessary to separate our range of products from the competitive set. Our product’s attributes; based around vibrancy of colours, comprehensive options and affordability - enabled the creative platform ‘Add Intensity’ to work across a range of scenarios.
We demonstrated how the new Intensity range adds that
extra bit of creative flair to users’ lives. This was done in a light-hearted, creative manner, by illustrating over
the top of photographic images. We then enhanced the images by making them, ‘BOLDER’, ‘FINER’ or even ‘CHISELLED.’
Each line relates to a specific marker in the series, demonstrating the strength of the new range and exactly how they
can add intensity to everyday lives. We designed collateral across all retail channels (Print, online, social media,
POS, digital billboards), along with a full launch campaign that covered TVC, OOH and transport signage.
