FMBX News

Via Brand Experience delivers 'awesome' pen test

Shoppers in 200 WHSmith stores across the UK will have had the opportunity to take a graphology personality test.  They are being invited to join in an engagement strategy devised by Via Brand Experience on behalf of Mitsubishi Pencil Co.  Shoppers are invited to trial the new Jetstream roller ball pen, by writing the sentence “The smooth writing ,free flowing, quick drying, smudge defying Jetstream Rollerball with its uni super ink is awesome”.  In return the shopper will receive a fun handwriting analysis having key character and personality traits identified and have the opportunity to purchase pens from the range at specially discounted rates.

Mitsubishi Pencil Co have selected innovative experiential agency VIA Beand Experience to design and deliver the  unique engagement strategy following on from the successful ‘sketch and sniff’ 2010 national shopping centre tour about which Stuart Barker, Marketing Manager at Mitsubishi Pencil Co commented:

‘Via Brand Experience generated intrigue and excitement amongst shoppers by engaging with them on a unique marketing platform.  By using bright and colourful promotional staff alongside an interactive promotional space, we created significant interest in the Signo Scents range that will undoubtedly strengthen our retail performance in 2010’.

The 2011 Jetstream Rollerball campaign is truly integrated with the central message being amplified through multiple media channels with a strong press and digital aspect.

Nina Furey, head of experiential at Via Brand Experience, commented, “We are thrilled to be working with Mitsubishi and WH Smith on this exciting and unique experiential campaign. The art of graphology is a fascinating and intriguing science that we hope will captivate, enthuse and amuse shoppers throughout the UK’.

Return