- 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.
- Advertising material at the POS
- Social media 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