BIC South African campaign to become best practice example for group [Bizcommunity (South Africa)]
(Bizcommunity (South Africa) Via Acquire Media NewsEdge) Stationery giant BIC's global team is using the South African 'Choose BIC and Change a Future' campaign as an international 'best practice' campaign.
Handover of 1,2m pens at Mbuyisa Makhubu PrimarySpeaking at the handover of the first package of donated pens at the Mbuyisa Makhubu Primary School in Orlando West, Soweto, BIC marketing manager of stationery, Millicent Quoilin, said that since inception in 2011, the campaign had been a success and continued to grow each year. Change a future
"Over 30 different products carry a 'Choose BIC and Change a Future' sticker. For every pack sold, we committed to donating a pen to a disadvantaged child. This year has seen a 20% increase in the number of pens that we will donate, bringing the overall total to 1.2 million." she said.
As one of the market leaders of the writing instruments segment, the company was well positioned to encourage South African shoppers to help the children who needed good education the most.
"We have gone all out to develop a campaign that clearly defines the brand in the consumer's mind, one that helps consumers connect with our brand and gives them a reason to choose it. We are emotionally engaging with our consumers - most of whom are parents - by becoming the brand that sees the future potential of their children, as well as the potential of children who do not necessarily have the same educational opportunities as they do."
The comprehensive campaign, which had incorporated both below and above-the-line spend, had hinged on actionable strategies that captured the essence of the brand and the environment in which it operates. It included above-the-line advertising, social media, competitions and public relations. In-store promoters and eye-catching point of sale material that showcased the latest innovations and value-added packs were key as 80% of a stationery consumer's shopping time is spent navigating the store and 76% of purchase decisions are made in store. Pens to go to 1369 schools
The 1.2 million pens to be donated by the company on behalf of its customers will be distributed to 1369 schools countrywide by the READ Educational Trust, which operates as an educator development agency in the field of language, literacy and communication and is a leader in the fields of educational assessment, materials development and resource provision.
"The ability to read and write well is essential to ensure success at school, career advancement and tertiary study. The more you write, the better the writer that you become. To do that, you need the most obvious thing - a pen. The skill of writing is something that is learned and can be perfected with practice. In a large number of households in rural areas, a pen is not always readily available and sometimes it is shared amongst everyone in the household. The company's contribution therefore makes it possible for 1.2 million children to have access to their own pens," said Lizelle Langford, READ's fundraising manager.
Di Wilson, managing director of POD Communications, BIC's partner agency, said that to date, BIC had donated 2.2 million pens to needy children across South Africa. The 'Choose BIC and Change a Future' campaign for 2014 will begin when back to school purchasing of stationery begins in November.
For more information, go to www.BIC.co.za or visit BIC South Africa on Facebook.
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