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FMBX News
Posted: Oct 9, 2010
VIA Experiential drives retail scent for Mitsubishi Pencil's pens
VIA Experiential was selected by Mitsubishi Pencil Co. to manage the company’s 2010 Brand Engagement Strategy. It proved to be one of the most successful undertaken by Mitsubishi Pencil Co. to date.
VIA were commissioned to devise and deliver the winning formula which would increase awareness and drive sales of Mitsubishi Pencil Co’s new scented ink gel pens Uni-ball Signo Scents in a National Shopping Centre Tour.
From Newcastle’s Metrocentre to Lakeside and Bluewater, shoppers were invited to take part in the ‘Sketch and Sniff’ activity by spinning a wheel of fortune painted with the bright colours of the scented pens. Shoppers were then provided with a pen of the colour prompted by the wheel and asked to scribble, sniff and guess the correct scent to receive a free pen sample along with a voucher that entitled them to a 50% discount off any Signo Scents purchase from WH Smith stores. The activity also provided an opportunity to promote its national Signo Scents competition. Running exclusively on line upto the 31st December 2010 at www.signoscents.co.uk entrants can win prizes such as a family trip to Florida, a Nintendo Wii and other home entertainment products simply by entering the pens 14 digit ID number.
‘We generated intrigue and excitement amongst shoppers by engaging with them on a unique marketing platform,’ said Stuart Barker, marketing manager at Mitsubishi Pencil Co. ‘By using bright and colourful promotional staff alongside an interactive promotional space, we created significant interest in Signo Scents that will undoubtedly strengthen our retail performance in 2010.’
Stuart Barker Marketing Manager said “I was very impressed with the creativity and implementation of our experiential campaign to raise awareness of the uni-ball Signo Scents range. Equally impressive was the quality of the campaign bearing in mind that I only briefed Via 2 weeks before the activity was to start – Highly recommended”.
“The feedback received was overwhelming with people of all ages reminiscing about the scented pens from yesteryear. Today, thanks to the range of ten fruity and sweet smells, we’re pleased to say that writing has never smelt so good.”
VIA is the newly launched Experiential division of field Marketing Agency Elevate based in Windsor.
