Inspired by the success of its Hybrid Dual Metallic activity, Pentel is launching a new campaign for EnerGel, the company's quick-drying liquid gel range. Focusing on the important exam time and back to school periods, Pentel will encourage students to 'Stick With It'.
The peak of activity will take place in August with the campaign looking to target an audience of 16 - 24 year olds, through nationwide cinema advertising and social media platforms including Facebook, Twitter and Instagram.
To support key revision times Pentel has teamed up again with vlogger Kaitlin Dobson to find out her top tips for successful revision. With over 150,000 subscribers to her YouTube channel Kaitlin reached out to Pentel's core target audience and inspired over 13,000 fans with her video.
Reaching over 1 million views through cinema advertising across the UK and Ireland, Pentel's campaign is designed to provide key support for the EnerGel range of pens. The 'blue people', seen previously on TV, will return to an even bigger screen, appearing before summer blockbusters such as Transformers 5 and Spiderman. The advert highlights the benefits of quick-drying, smooth flowing EnerGel ink and showcases the wide variety of new colours available around the important back to school period.
A social-media-based interactive game completes the lineup and promises to be fun, competitive and to support the cinema advert and overall campaign. Called 'Can't Stop This' the game gives players 30 seconds to place the full stop at the end of a sentence before it disappears from the screen, while changing the ink colour to match. The pressure will be on for the chance to win daily prizes.
Marketing Manager, Wendy Vickery said, "the aim of the campaign is to generate awareness of EnerGel and provide continued support for our trade customers. Providing relevant content for our fans to engage with is key to this campaign. We recognise that vloggers are highly influential, which is why their involvement is an integral part of this campaign. So teaming up with student vlogger Kaitlin Dobson gives the Pentel brand exposure to a young adult audience, via a spokesperson they can relate to. The interactive game is fun and gives the opportunity to share with friends. There are prizes to be won, which provides us with the perfect opportunity to get EnerGel in to the hands of our key target audience. As the campaign evolves in August we're certain to see a hive of activity, which we anticipate will stimulate high levels of EnerGel demand for our customers."
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