2009 Winners & Shortlists

Results and Effectiveness

Of participants interviewed, 100% associated the “Reynolds Carbure” brand name with “fine tip pen”; 40% kept their artwork; 90% confirmed that all of the guests at the table had participated; and 100% kept their pen.

Creative Execution

A campaign of intricate join-the-dots artworks were promoted as table-mats and placed, together with the pen, in coffee shops and bookstore café’s. People engaged with the brand promise in a one-on-one trial when they realised that only the Reynolds Carbure could join the close-proximity dots. Any other pen would prove too thick to complete the masterpiece.

Insights, Strategy and the Idea

Most adults use a mass-market pen everyday. However the Reynolds Carbure ballpen is unique in that it has the finest tip of all in this market. We needed to encourage trial of the pen so that potential customers could experience the finest first-hand. To be impressionable, this needed to be outside the cluttered point of purchase environment where customers tend to stick to one brand and ‘rush-buy’. The relaxed settings of coffee shops and art café’s were selected and a reason to use the pen in a relevant way was designed.