Pentel goes to the movies

Released 12/04/2010

Major brand campaign to aid dealers

Pentel is launching a major campaign with the aim to help dealers beat the recession and grow their sales of key Pentel products in major categories. The campaign includes an ‘instant win' competition, giving each end-user purchasing selected Pentel products the chance to a pair of cinema tickets.

Available to all customers and running until the end of December, the campaign will include top-selling products such as EnerGel liquid gel rollers, Micro Correct correction pens, N50 and N60 permanent markers, as well as newcomers such as the Hyper G gel roller.

The competition will be communicated through an on-pack sticker applied to all dozen boxes of the selected products, plus special campaign blister cards for this year's Back to School promotion. Each sticker will direct end-users to Pentel's website, where they will be prompted to enter a unique number contained within the sticker, taking them to a dedicated Pentel micro site to play an interactive scratch panel game to reveal whether they have won a pair of cinema tickets. The winning tickets can be redeemed at the winner's nearest choice of cinema, which includes major nationwide screens such as Cineworld, Empire and Odeon.

To support dealers with the promotion, Pentel has developed a range of communication tools including web tiles, banners and advertisements.

The campaign is timely, as cinema admissions within the first six months of 2009 were 83.5m - the highest they've been since 2002, according to the UK Film Council.

Marketing manager Wendy Vickery said: "We are really excited to be launching our 2010 brand campaign which will generate significant opportunities for our customers this year. It's time to remind end-users of the power of our brand and we've chosen what we believe will be a highly appealing incentive to provide additional stand-out at the point of sale. In effect, every sticker potentially could be a winner and, with cinema audiences at their highest for years, we know we've selected prizes that will appeal to all age groups. Through this major campaign we're committed to helping our customers generate real demand and grow their sales substantially."

This campaign will be live on www.pentel.co.uk from 1 May through to 31 December 2010.

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