Write and play!
As it’s back to school time, Newell Rubbermaid wishes to stimulate the sales of Paper Mate pens, by introducing the brand’s bestselling and new products to teenagers who are more comfortable with a joystick than a pen.
The solution: The Paper Mate Challenge. A fun, effective and memorable activation program, focusing on the target’s lifestyle.
Specifically developed for sales outlets, the Paper Mate Challenge combines the digital experience with the pleasure of writing. Equipped with a pen serving as a joystick (to equate writing with the video game universe), the young participants follow the game instructions on an XXL screen, for a competition based on speed, dexterity and spelling.
The purpose of this communication is to get the brand to think outside the box, move off the shelves and develop its market share.
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