Launch the new Faber-Castell pen and rejuvenate the brand image what was a very big challenge due to the budget limitation. The media Directors saw the waiters always bring a pen with the bill, the pens are usually stolen by the customers/clients. We noticed the customers of the snack bars and some restaurants were the exact target audience of the product. So, why not to use the restaurants to show the new pen to the target audience specially because the Faber-Castell’s main competitor (BIC) dominates the category. The customers in Brazil, as they do in all countries, check the bills to assure the amount of money is right. This moment was an unique opportunity to send a message about the new pen at the bottom of the bill and insert the pen to be used to sign the credit card or check. These actions are included in a broader media plan which includes magazines and billboard. The result of the campaign was not defined yet due to the fact the campaign is still in process, but some very good signs show Faber-Castell has opened new important distributors. The media team was concerned that a new pen is something very ordinary, specially that simple kind of pen used by students in the school, waiters in restaurants and employees in offices, etc. The media professionals were totally involved in the project. They were seeking for a media opportunity to launch the new design of the Faber-Castell pen in a very differentiated and cost effective way. During a lunch meeting the Media Directors (Planning and Buying) identified the opportunity to use restaurants, snack bars to develop a differentiated action. Later, the project was totally prepared and presented to the client who approved it. The second step was selecting a list of restaurants and snack bars that were in fashion at that moment to be included in the project. Later, each restaurant owner was contacted to negotiate the cost of the actions. The action was never done before. Its production was very focused by choosing the right restaurant/snack bar to achieve the target audience and its cost was very low due to a barter with the restaurants (pens X 1 month of action ). This idea was to prevent the presence of Faber-Castell’s main competitor (BIC) in restaurants and generate high visibility to the pen and the brand Faber-Castell itself.

The media team was concerned that a new pen is something very ordinary, specially that simple kind of pen used by students in the school, waiters in restaurants and employees in offices, etc. The media professionals were totally involved in the project. They were seeking for a media opportunity to launch the new design of the Faber-Castell pen in a very differentiated and cost effective way. During a lunch meeting the Media Directors (Planning and Buying) identified the opportunity to use restaurants, snack bars to develop a differentiated action. Later, the project was totally prepared and presented to the client who approved it. The second step was selecting a list of restaurants and snack bars that were in fashion at that moment to be included in the project. Later, each restaurant owner was contacted to negotiate the cost of the actions.