Parker is really a global pen brand that forms area of the Newell Rubbermaid number of companies. Parker desired to communicate to some more youthful demographic, with their traditional audience, and requested Ghost to build up a dialogue together and youthful adults over the uk.
Parker awarded Ghost this pitch due to our experience with youth markets, innovative approach and knowledge of Parker Jotter – a symbol of commercial design.
The Jotter pen continues to be the main thing on Creative Writing since its beginning in 1954. So much in fact, that anybody more than a certain age has Parker recollections or story to inform ‘I remember getting certainly one of individuals at school’, or ‘I had one at college. I loved that pen’.
However, almost everybody younger than 30 didn’t learn about Jotter pens or hadn’t heard of the trademark Parker. Meaning, due to the digital age possibly, an entire generation of potential clients have become up with no link with the Parker logo and its products.
Parker realized they have to expand their existing demographic achieve and fasten to those youthful adults and future customers. Using their Jotter Pen, Parker desired to build relationships youthful adults over the uk and therefore communicate to another generation of working professionals.
In the beginning of the brand-brought campaign, we would have liked to directly communicate to students at universities over the uk. We would have liked the campaign to become experiential and highlight Jotter pens like a British product and a bit of great industrial design.
We first started to check out our design approach. We began to experience using the union flag image and develop it in order that it grew to become integral towards the campaign. The greater we checked out the union flag image, the greater it appeared to be along with our ideas of Britishness, fun and also the more it lead our design.
Because we would have liked the campaign to become experiential, we wanted something not only a tent using the Parker emblem onto it. Very rapidly we developed the concept of utilizing a vintage London double decker bus. Because the new selection of Jotter pens were the ‘London Architectural’ range, it appeared a terrific way to highlight the Britishness from the union flag image and London link, via a big red bus.
Right from the start we wanted the scholars to possess a hands-on knowledge about Parker pens and thus required to offer them incentives to interact around and our bus.
Free pens, goody bags and percentages off, through the new Parker website, weren’t enough though, because we needed a method to develop a database for Parker and make future brand loyal customers because they undergo college and also the initial phases of the careers.
With this London bus and British union flag image, we’d produced a visible language that labored well using the overall Parker logo and Jotter pen particularly, but we wanted to draw in students towards the Parker bus using more than only a free pen. So, we produced a contest to possess students provide us with their Great Ideas. Ideas that may help fellow students (particularly freshers), with suggestions about worthwhile methods, or how you can revise or perhaps how you can be lucky for each other.
When the campaign started we’d a complete media plan with digital and traditional advertising in every college via their very own websites and social platforms. We would have liked to produce a teaser campaign for Parker ‘coming for their college, so posters and screen images were utilised to focus on your day i was visiting their college.
Upon our arrival there is much anticipation and since we setup students were wondering why i was there. After we had setup we started to interact using the students each and every college. A large red bus on campus really attracted these to us and our brand ambassadors would talk to these to say why Parker were here. They’d also give an enjoyable scratch card that they would scratch (why wouldn’t you) an win something guaranteed! When they won a totally free pen, they visits public transit to gather it. Welcomed around the bus even though handing them their shinny new pen, they’d be requested if they wish to enter a contest and win £500 today! We’d then explain the truly amazing Idea area of the campaign and they’d go ahead and take competition card to fill-in throughout the day.
In the finish of every day we’d select a champion from the competition and thru Parker’s website and social platforms inform that college from the Finest Idea during the day from each college.
The prosperity of this campaign was immense with Parker we’re already planning next years calendar of occasions. Included in the original brief, we are intending to expand this experiential campaign to China and japan we simply need to obtain a London bus for them!
The greatest highlight for all of us were faces from the students after they received a Jotter pen.
Within our discussions using the client we truly didn’t determine if students today would be also that bothered about these ‘fancy’ pens. They saw pens as disposable and never something to help keep and cherish or at best this is exactly what we anticipated.
The reality was, we found excited students who’d say such things as, ‘is this for me’, ‘can I bare this?’ or ‘this is gorgeous, just how much could it be worth?’. They’d be saying this while holding the pens for their chest also it would be a pleasure to witness.
We currently feel we have discovered many new brand loyal customers through our engagement, and gave this generation some brand new Parker recollections. It appears that Parker, like a brand, continues to be special and really should be valued by all users because the pen for creative writing and great ideas.
We wanted measurable leads to gauge the prosperity of the campaign, therefore we based it on three amounts of engagement.
Stage One : Understanding of Parker, its pens and now we were at ‘your’ college.
Stage Two : Interaction with this occasions and taking advantage of the Jotter pen.
Stage Three : Engagement simply by entering your competition and knowledge capture.
With stage one we likely to achieve around 90,000 students, but with the campaigns duration we really arrived at over 140,000 students. It was through great internet marketing and a few amazing brand ambassador focus on every day.
Stage two seemed to be an excellent figure for that three locations we visited in 2017. We arrived at over 15,000 students through digital platforms, but mainly with the actual occasions themselves.
Stage three had more than 2,000 students that either joined your competition or expressed an excuse for further offers through the website.
The general expectations with this initial walk into the youthful adult marketplace for Parker was successful plus they, and we’re Ghost, expect to distributing the term of Parker for this exciting and new sector.