OVERVIEW: A car manufacturer wanted to find a gift to promote their “Fit for a Kid” program and foster positive relationships with customers. The gift would be for consumers who brought their car into a company service center to check that the safety belts were working properly and that the child seats were suited for the children’s age and weight. The company chose the BIC Intensity Clic gel pen with the “Fit for a Kid” logo screen printed on the barrel.
DISTRIBUTION: The BIC Intensity Clic gel pen was inserted inside the clip on the service writer’s clipboard and was given to consumers as a thank you gift for bringing cars and child seats into the service centers.
OUTCOME: The consumers were pleased with the company for offering this service and for providing such a nice gift. The company was also very happy with the promotion and the reaction from consumers.
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