bic unleash your potential tour

BIC UNLEASH YOUR POTENTIAL TOURA CASE STUDY BY STUDENT VILLAGE 2017

A case study by Student Village 2017

BIC NEEDED STUDENT

VILLAGE’S EXPERTISE TO

HELP THEM LAUNCH THEIR

”UNLEASH YOUR POTENTIAL

CAMPUS TOUR’’ AND CONTINUE

THEIR RELATIONSHIP

WITH STUDENTS ON CAMPUS

THE CHALLENGE


BIC WANTED STUDENT VILLAGE TO…

BUILD ENGAGEMENT BETWEEN THE BRAND AND YOUTH ON SOCIAL

MEDIA PLATFORMS

STRENGTHEN BRAND AWARENESS AT CAMPUSES AND ENGAGE

INTERACTION

HELP STUDENTS UNLEASH THEIR POTENTIAL WITH BIC

DISTRIBUTE BIC PENS ON CAMPUS


THE ROLL OUT

THE CAMPAIGN TARGETED TOP SA CAMPUSES NATIONALLY WITH PRE-

AWARENESS, SAMPLING AND DIGITAL SUPPORT

THE BIC BOY WAS ON STANDBY THROUGHOUT, READY TO

ENTERTAIN AND MAKE THE EXPERIENCE MEMORABLE

THE BIC PENWALL WHICH WENT TO TWO CAMPUSES, UJ AND WITS,

TOOK SAMPLING TO A WHOLE NEW LEVEL


BIG REVEAL

STUDENTS SAMPLED OVER 60,000 BIC PENS THROUGHOUT THE

CAMPAIGN

THE MESSAGE WAS SLOWLY REVEALED AS STUDENTS KEPT

PICKING THEIR BIC FROM THE PEN WALL

PENS WERE PLACED ON A GIANT WALL, HIDING A SECRET MESSAGE

FOR STUDENTS TO UNCOVER

“UNLEASH POTENTIAL” WAS REVEALED AT THE END OF THE DAY TO LEAVE STUDENTS WITH A POWERFUL, INSPIRING MESSAGE


STUDENTS STILL MAKE BIC THEIR FIRST CHOICE IN STATIONERY, HELPING THEM PEN DOWN THEIR

FUTURE AND UNLEASH THEIR POTENTIAL

RESULTS

THE CAMPAIGN RECEIVED OVER 1.7 MILLION IMPRESSIONS AND REACHED OVER 702,000

ACCOUNTS – 7 X THE CAMPUS REACH!

THE CAMPAIGN HAD A PHENOMENAL ON CAMPUS REACH OF 226,023 STUDENTS, HELPING BIC MAKE

A MASSIVE IMPACT

THE UNLEASH YOUR POTENTIAL CAMPUS TOUR EXECUTION HAS BEEN NOTED BY BIC AS A “BEST PRACTICE CAMPUS ACTIVATION, GLOBALLY” –

RONETTE KISHUN, MARKETING MANAGER STATIONERY, BIC SOUTH AFRICA

STUDENTS STILL PICK THEIR BIC!


CONTACT STUDENT VILLAGETELEPHONE: 011 885 3918

EMAIL: [email protected]: 19 WEST STREET, HOUGHTON, 2198, JHB

PO BOX 432, MELROSE ARCH, 2076


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