Visiting universities and shopping centres throughout the autumn, the firm’s promotion targeted pen savvy consumers to sample the super smooth Jetstream rollerball.
Using brand ambassadors and a robot character costume, students and shoppers were invited to blind test a leading competitor product against the ever popular Jetstream. Carried out on unique mobile demonstration kits, feedback from consumers showed an overwhelming preference for the smudge-free and light writing qualities of the Jetstream.
Even X Factor finalists Miss Frank gave the Jetstream their seal of approval when taking time out from rehearsals to sample the pen at London’s Brent Cross shopping centre.
Stuart Barker, marketing manager at Mitsubishi Pencil Co, said: “We wanted to engage with our target market during our busiest sales period. This level of activity proved hugely successful, which has not only improved consumer awareness of the Jetstream, but has also increased traffic to our newly launched micro site www.unisuperpens.co.uk.”