relaunching an iconic product thanks to a bold and engaging concept
When Mister V and Daniil le Russe Get the Point !
A collaboration wit Star Youtubers
STABILO missioned bearideas to come up with an advertising concept that could feed and enrich the Point 88’s “Get the point“ baseline and speak to an 15-18 y/o audience.
bearideas’ ideas was to tell a story and engage our audiences through various “punchlines“. Three punchlines were coined by the agency, always with a double objective : relating to the pen universe as well as empowering our young audience.
- Annonce la couleur (Show your colors)
- Sors du cadre (Draw outside the framework)
- Trace ta voie (Chart your own path)
Using the “punchlines” concept, bearideas (along with partner agency Ecrans & Media and production company Studio Bagel) collaborated with famous French influencers Mister V and Daniil le Russe to conceive two funny short videos.
With the “power” of the iconic pen point 88, they either manage, by claiming a punchline, to get out, or dive in embarrassing situations.
The two videos were broadcasted on the brand and artists’ social network channels, combining a total number of views of more than 5 millions on Facebook.
A TV and digital campaign to engage our audience
bearideas then produced three short advertising spots, one embodying each punchlines, combining stock footage with slightly subliminal product shots.
These 10′ short videos were broadcasted during a month on Facebook Ads, Snap Ads, Youtube and Instagram, targeting teenagers between 15 and 18 years old.
The spots were also broadcasted on french TV at the same period (TF1, NRJ12…)
A mini game was launched to invite audiences to create their own punchlines and get a chance to win many prizes.
STABILO point 88 is back !
Finally, the reveal “GET THE POINT“ spot was released, on TV and the Internet, unveiling the iconic STABILO point 88 pen.
Results of the campaign :
Over 5 million views of the influencers videos on Facebook
Over 1 million views of the three punchlines movies on STABILO’s own media
Over 1.4 million views of the reveal movie on STABILO’s own media
20,000+ participants of the Get the Point prize winning game