Target has been fortunate enough to work with Pentel Stationery Ltd over the last 20 years or so, aiding the marketing team with campaigns primarily around product launches.
Earlier this year we were given the opportunity to develop a campaign which would help drive awareness for one of the company’s key brands – Energel. The brief was to drive awareness and encourage demand, with a focus on targeting a younger audience (pupils, students and office workers).
In a highly competitive market place, the activity needed to stand out from the crowd, creating distinction, but without the big advertising budgets being spent by rivals. Engaging the audience – in an edgy and captivating way - while communicating the products three key benefits (smooth flowing, quick drying and non smudge) was vital.
The theme of the campaign ‘let your creativity flow’ was executed via a viral, national press and online advertising together with planned sampling activity (at train stations and shopping centres).
See the viral unfold for yourselves… http://www.targetgroup.co.uk/pentelvideo/
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