Pentel writing instruments are known for Japanese quality, engineering, and style—and loved by those who know them. But as a challenger brand in a crowded category (one with some pretty big names, too), Pentel needed to increase brand awareness and increase trial. To do this, we needed to make an emotional connection with consumers. So we gave them a place to write their stories—and the right pen for the job.
To showcase the “quality point” features of Pentel pens and pencils, we took to the streets for a user-generated content creation campaign. We set up innovative, interactive kiosks that gave people a chance to share their own handwritten messages using bold, fine, and colorful points. The kiosk transmitted their handwritten note to the world, and the consumer got a free Pentel pen. The one-of-a-kind works of art could be shared via mobile by consumers, and were also used in brand advertising like out-of-home placements.
Reached a large audience in four key markets
Exceeded sampling goals—getting these great pens in more hands
Blew past projected impressions
Resulted in a lift of brand awareness