Advertiser: PAPERMATE
Agency: PHD
Category: Best Use of Integrated Media
Advertising campaign: WORLD'S MOST STOLEN PEN
Account Director: Charmaine Ho (Proximity)
Associate Strategy Director: Cristina Hutchison (PHD)
Client Solutions Manager: Elizabeth Murphy (Accuen)
Account Supervisor: Jessie Levy (EnergyBBDO)
Account Director: Dave Stone (Zocalo Group)
Managing Director Midwest: Donna Kirchman (PHD)
Executive Director: Emily Bader (Zocalo Group)
Account Director: Michael Stern (Zocalo Group)
Senior Manager Emarketing: Jason Uner (Sanford/Newell Rubbermaid)
Digital Supervisor: Julia Iskold (PHD)
Account Director: Scott Immerman (EnergyBBDO)
Account Supervisor: Marlon Millhouse (Proximity)
Us Marketing Manager: Shawn Lemke (Sanford/Newell Rubbermaid)
Project Manager: Wendy Balogh (EnergyBBDO)
Vp/Global Marketing: Sally Grimes (Sanford/Newell Rubbermaid)
Social Media/Pr: Susan Wassel (Sanford/Newell Rubbermaid)
Research Director: Ryan Rasmussen (Zocalo Group)
Digital Strategist: Stephanie Mater (PHD)
Assistant Account Executive: Brittany Peskind (EnergyBBDO)
Senior Account Supervisor: Ginny Brocker (Zocalo Group)
Associate National Investment Director: Paul Simon (PHD)
Vp Account Director: Shoshana Friedman (Zocalo Group)
Strategy
Think about the last time you actually purchased a pen. Most people usually just “steal” a pen rather than buy one - a severely negative truth that affects PaperMate’s bottom line. With the launch of Papermate’s new InkJoy pen however, it was so revolutionary we were sure there would be criminals on the loose. To help prevent InkJoy theft, we created “The World’s Most Stolen Pen/Office Crime Watch”, giving consumers tools to catch pen thieves, using humor to raise interest in the product.
Effectiveness
An easily relatable message placed in environments that enriched the communication led to the sale of 17MM pens in one quarter alone. Our thieves became famous, and we made InkJoy the most desirable pen in the market. PaperMate’s market share, previously stagnant, grew by a full 20%; from 30 to 36 points.
Execution
We laser-targeted criminal – minded TV shows to kick off the campaign; if you tuned into any crime drama you were pretty likely going to see an InkJoy ad, and we also sponsored TNT’s Life as a Drama Week including custom vignettes. This broad reach tactic was supported online where in addition to behavioral targeted display advertising we implemented paid search efforts, pacing to TV and running keywords which reflected the creative, linking directly to our Facebook page, showcasing our Catch a Coworker Facebook App and Promotion. The app allows our pen lover to report a stolen InkJoy, create a police composite style sketch of the suspect and gave them a chance to win great prizes. Plus, though Twitter Hashtag: #StolenPen, we tapped into existing stolen pen conversations that were already happening online and to grow Paper Mate’s Twitter following.