People go crazy over the strangest things. They freak out when they simply love something. You can be crazy about a movie. A favourite suit. Or a team. We tapped into the power of these obsessions to make consumers crazy about BIC lighters.
CAMPAIGN PRE-LAUNCH
Before launching the campaign, we invited people to tell us what they were crazy about, and we surprised them by sending a gift box of goodies related to their obsession.
+ 100 CONSUMERS WERE SURPRISED!
LAUNCH CAMPAIGN
For the launch of the campaign, we then gave consumers the chance to be crazy about BIC lighters by allowing them to create their own designs on the BIC website. Ads ran across Youtube Masthead, Google Display, Facebook and sampling activations ran at 20 colleges of design and architecture.
RESPONSIVE DRAWING BOARD
+ 35K DESIGNS WERE CREATED BY CONSUMERS
