Pentel Recycology PresentsSpin the Pen

January 16, 2009Caples Student Campaign of the Year

Entrants:Daniel McCoydfm255@nyu.eduErica Swalloweds263@nyu.edu

CAMPAIGN STRATEGY

Objectives

Our objectives were to build awareness of Pentel’s Recycology line of products andincrease purchase rates among college-aged students nationwide. We wanted toengage our audience through online channels such as social networking sites andviral advertisements.

Target Audience

The target market was comprised of high school and college students between theages of 15-24 years old. To be most receptive to our promotion’s message, theymust be sensitive to environmental issues and have an active and outgoinglifestyle.In order to best approach this audience, we focused on online social networks suchas Facebook and YouTube, which are driven by young and well-connectedcommunities that are likely to support our viral advertisements. Social networkerscan become brand advocates and promote Pentel Recycology beyond our initialmedia plan.Secondly, as we are conveniently located on the NYU campus, we were lucky tohave insider access to the dormitory mail system and personal connections withlistserv and club administrators. As a result, we were able to implement a well-rounded, on-campus direct marketing campaign.

Positioning

Our mission was to create a new position for Pentel Recycology as a high-involvement line of products that would represent a fun, youthful and energetic

lifestyle along with an emphasis on the environmental image. In order to bring anenergetic approach to the campaign that would also have word-of-mouth potential,we produced promotional videos of Recycology products being used in penspinning exhibitions. These videos not only link Recycology products with a funand high-energy activity but are also demonstrations pen spinning, whichincreased the likelihood that viewers would send video links to their friends andthat the videos would go viral. This increased the campaign value.

Ideal Consumer Response

At our launch, we hoped that students who enjoyed the pen spinning videos wouldspread the videos to friends through online social networks and create a viralsensation. Likewise, we hoped that viewers who previously bought office supplieswithout deeply thinking about brand attributes would consider Pentel Recycologyas an extension of an active and eco-conscious lifestyle and would be more likelyto buy Recycology products.

Message

“Spin the Pen, Save the Planet” is our message, combining the pen spinning andenvironmental messages within the promotional videos. It serves as a call toaction for viewers to take part in the Recycology program and directs attention tothe core ideas of our promotion.

Campaign Tactics and Media Mix

The campaign tactics that were implemented highlight the environmentally-friendly nature of Pentel Recycology products, while introducing a new concept –