BIC Pens needed a memorable instore campaign during a crucial 3rd semester back-to-school period. Photographs of the nations top students of the past KCPE(Kenya Certificate of Primary Education) were used to create the campaign materials for "Bic Best Wishes" that wished the class 8 of that year the best of luck in their national exams.

 

All shoppers needed to do was in any outlet that had the "Bic Best Wishes" Sign, they were to purchase 7 pens and get a free postcard that they were to send to their friend or child sitting the exams at zero postage cost!  BIC would send them out on their behalf. Over 7,000 kids recieved BIC branded postcards with the image of the countries best students in 2009. Between August-September 2010, BIC surpassed its sales target.

These are the placards that were placed as "Stop signs" in bookshops, stationary shops and malls countrywide. A hip slogan " Play your 'A' Game with BIC." was included in the communication.

Branded tshirts were being worn by the activating brand ambassadors.