CHALLENGE

Persuade the target audience (Teenagers and school children) to experience and own a Mango Ballpoint pen at the Colombo International Book Fair (CIBF), while bringing to life the proposition ‘write to inspire’.

Idea

School children often use ballpoint pens to scribble and sketch on school desks. They do this to express their thoughts and deal with boredom. But it’s seldom noticed that these scribbles are made up of inspired thoughts that form beautiful poetry and creative art.

The Execution

Borrow the most outstandingly creative desks from schools and display them like valuable pieces of art, inside the CIBF retail store. Let these desktop masterpieces inspire visitors to express their own thoughts on paper with a Mango ballpoint pen.

Results

In 7 days

•        154,256 people unleashed their creativity at the store
•        66, 320 pens were sold