Bic hit hard again with its new viral campaign ! After its successful TippEx campaigns in 2010 and 2012, it just launched a campaign aimed at teenagers and students to promote its famous 4 colours pen. Thus, Toy Agency got the brainwave of personifying the 4 colours, so we can meet 4 funny and zany roommates which have their own features: Blue is big-headed because always solicited, Black is neurotic and jealous of Blue because he's only solicited to replace him, Red can't keep himself from correcting everything and Green has become lazy because people don't really need him. The videos highlight all the compulsions we have or used to have when we were in class: who has never spent a lesson constantly clicking his/her pen, or making it turn around his/her finger? The brand showed with humour what happens inside the pen when we're playing with our pen.
With this quirky campaign, Bic found a great way to address 15-25 years old, main users of the emblematic product since two generations! I had a crush on the videos as soon as I watched them, they are, in my opinion, able to captivate attention and very memorable. I think they'll definately permit Bic to increase its success towards the youth.
You can also meet up Blue, Black, Red and Green on their Facebook page.
Julie Jamis
