“Pilomat”

Aims:

• Awareness for 100 years PILOT
• Create Attention for the Limited Editions
• Generate traffic for the anniversary website

Implementation:

• In 2018, PILOT celebrated its 100th birthday. We wanted to use this anniversary to say thank you to the numerous PILOT fans!
• As part of a trade marketing campaign, every fan who bought one of the 268,000 pencil packs and cards with participant code from the anniversary edition could win a surprise.
• You could pick up these surprises on a landing page with virtual slot machines, inspired by the shrill Japanese originals: the PILOMAT.
• The highlight: EVERY user was rewarded for his participation: Hidden behind the codes were among others digital drawings, Spotify vouchers, crazy party packages and of course lots of colorful pencil packages.

Activation channels:

• Advertising material at the POS
• Social media campaign
• Influencer-campaign

Results:

• Around 10,000 participants
• Over 60,000 page views
• Total reach: 14.2 million contacts
  • Social Media: 10.4 million
  • Influencers: 3.8 million