Stabilo is the inventor of the modern highlighter: an asset that the brand could build on for decades. And which (in Germany) almost made it a synonym for the product category it once established. The problem: in today's online world people use highlighters less and less - which also means less interaction with the brand as a whole. Our task was therefore to win over a new generation of Stabilo customers with an online idea demonstrating the usefulness of Stabilo highlighters. A surprising concept that would get people talking about Stabilo again - re-establishing the brand as an innovator in its field.

Building on the insight as described above (which basically applied to anyone online) we can potentially reach a very broad target group – as diverse as the users of Stabilo highlighters (since the pens are purchased by people of all demographic characteristics, by organizations as well as by individuals). The plug-in is available on the google chrome web store, the corresponding app on itunes. A dedicated microsite provides additional information – and will serve as the primary campaign site we will refer to. Our main drivers for downloads/site traffic will be PR and the Stabilo social media channels.