To say: “write more, the pen is BIC”, instead of making just an ad in our target´s favourite magazine, we did the whole magazine´s march edition written by hand whith a BIC pen and in the last page we put an ad (also written by hand whith a BIC pen) which simply said “Write more, the pen is BIC”.The magazine we chose was the most popular one in our target, it has no cost and is delivered every month in all universities, schools, pubs and other popular places of sociability for young people.

All this gave us more contacts with our target.

We wanted every one of our young consumers to talk about it, and it happened.They were amazed to see the magazine's new and cool layout and talk about it to their friends, spreading the word of mouth buzz.The idea was reviewed in different media. They were surprised by the magazine´s creative design and they spoke very well about the idea.This is how we made that bond -which had been weakened- stronger, by being more alive than ever whith a funny, innovating way of approaching our consumers, who loved it.