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 against Goliath competition, Pentel needed to increase brand awareness and increase trial to make an emotional connection with consumers.
To showcase the “quality point” features of Pentel pens and pencils, we went to the streets to give consumers a chance to share their own handwritten bold, fine and colorful points. Our interactive kiosks allowed consumers to transmit a handwritten note to the world, while receiving a Pentel pen in the process.
Through the kiosks in four markets, we generated direct consumer engagement through the collection of user-generated content where people shared their positive and aspirational “points”. We exceeded our sampling goals by giving out free pens to happy consumers. Overall the integrated campaign exceeded projected impressions and resulted in a lift in brand awareness.