Product: BIC® Widebody® Message Pen with Rubber Grip
Customer: Department Store
Objective: Encourage Customers to Apply for Credit Cards
Category: Advertising Campaign

Overview: A department store launched a campaign to encourage retail customers to apply for a
store credit card. The store decided the BIC Widebody Message pen would be an effective advertising vehicle for this purpose because customers often walked away with cashiers’ pens after signing receipts. It made sense to take advantage of this opportunity and imprint pens with their logo on the barrel and promote the advantages of becoming a store credit card holder. The Message Pen’s six rotating messages were: in-store discounts, convenience, security, hassle free application, lost card protection and low rates.

Distribution: Large supply left in pen holders on all cashier’s desks.

Outcome: The promotion increased store credit applications by 35%. The department store regularly
reorders the pen.

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