Pilot Pen


Limited Edition for the 100th Anniversary of PILOT

Campaign type

Trade Marketing campaign

Campaign duration

01.07.2018 – 16.09.2018


14,2 Mio. contacts



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


  • 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


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