BiC is set to launch an integrated marketing campaign with a money-back offer.

The campaign runs for 12 weeks, and was created by integrated marketing agency Space.

Consumer audiences will be targeted across a range of media channels, including press and outdoor advertising, online marketing, in-store promotion and social media.

Using research Space has devised and developed with BIC, the campaign is based on the proposition ‘BiC Cristal Takes You Further’, and centres on a money-back offer. The Challenge BiC promotion challenges consumers to finish their BiC Cristal pen – if they can, they will be able to claim £10 back.

The work has been inspired by independent scientific research into the lifetime of a number of ball point pens across the UK, which apparently proves that BiC Cristal writes for further and longer, and in some cases twice as far than other usual ball pens.

The message will be carried via on-pack stickers in multiple and high street retailers, targeting SMEs, consumers and those in education.

Consumers will also be able to interact with the BiC brand by logging onto www.challengebic.co.uk, where they can download an application form which they have to send back together with their empty pen, a receipt and the empty BiC Cristal Medium promotional pack pouch packaging to claim their £10. In addition, BiC pen fans can upload photos and videos on how they managed to finish their BiC Cristal pen.

The campaign is supported by press ads in lifestyle magazines including Heat, Now and Closer, as well as outdoor advertising activity nationwide.

Yolande de Trogoff, BIC UK & Ireland trade marketing manager at BiC, says the campaign “will reinforce the quality and value in every BiC Cristal ball pen [and] also build on BiC’s creative and engaging communications.”

David Atkinson, managing partner of Space, adds: “We are convinced this campaign will create awareness, enthusiasm and engagement with the brand, and most of all we hope that consumers will enjoy trying to finish their BiC Cristal.”