Pentel is targeting the next generation of writing instruments purchasers in the UK market through a social media campaign with a difference.
#SaveThePen is a tongue-in-cheek riposte to the notion that, in an age of smart phones and tablets, the importance of the pen is diminished.
The campaign is all about having fun, expressing personality and exploring one’s creativity with Pentel writing instruments.
Wendy Vickery, Pentel’s marketing manager, explains, “#SaveThePen is a brand new digital campaign from Pentel that champions the creative power of the pen. In an age of smart phones and digital devices it might be tempting for some to wonder about the future of writing instruments – as the naysayers did with the so-called paperless office.
“Our message challenges that thinking, but in a fun way that celebrates the opportunity for old and new to complement, rather than oppose, each other.”
Central to the campaign is a viral video, with a selection of scenes showcasing some humorous and unexpected uses of Pentel pens and markers. A different scene will be uploaded each day, until the full video is played.
The campaign is running across social media channels including Facebook, Twitter, YouTube, Instagram and Vine and targets 15 – 25 year olds, students and young office workers, with an intense period of activity throughout October and into November.
“We want to encourage engagement with our brand through social media platforms and get everyone thinking of ways in which they can show their creativity and originality with a pen. We hope that the examples we give in our viral will stimulate a host of ideas from our target audience to like and share using our dedicated hash tag,” says Wendy Vickery.
#SaveThePen will be supported by web tiles and banners for customers to upload, linking to the viral video, and posters for in-store POS support.