Case Study #1: Car Manufacturer Promotes Safety Program

Product: BIC® Intensity® Clic
Customer: Car Manufacturer
Objective: Promote safety program and foster positive relationships with customers
Category: Advertising campaign

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 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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