Case Study #1: Bail Bondsman Advertises Services Creatively on BIC Lighter

Product: BIC® Lighter
Customer: Bail Bondsman
Objective: Advertise services
Category: Advertising Campaign

Overview: It is against the law for bail bondsman to advertise inside courthouse and jailhouse buildings. When friends and family of those incarcerated come to retrieve their loved ones, they don’t know where to go to secure the financial bonding needed to release their loved ones. One bail bondsman chose to advertise on a lighter because his clientele had a higher than average rate of
smoking. He imprinted the company name, phone number and address on the barrel of the lighter.

Distribution: The bail bondsman used some creativity to spread awareness of his services into
courthouse and jailhouse buildings, directly to people that needed the information. He left lighters in men’s rooms, on floor of elevators and imprint side up in hallway ashtrays. This gave the lighter the appearance of being dropped accidentally by visitors to courthouses and jailhouses.

Outcome: The bail bondsman experienced an increase in business as a result of his creative
advertising campaign.

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