Following the success of the recent ‘Jetstream Challenge’ pilot scheme in two Midlands WH Smith branches uni-ball, the leading brand in the UK rollerball market, has given the campaign a nationwide roll-out. Throughout the months of August and September, 12 WH Smith stores have welcomed the Jetstream Challenge, which took the form of a manned uni-ball “uni centre” where customers were invited to blind-test a uni Jetstream rollerball pen against a leading competitor.
uni-ball Marketing Manager Stuart Barker explains; “The Jetstream Challenge is one of our newest initiatives, creating an in-store ‘theatre’ to engage customers. WH Smith was positive about the campaign and very willing to be involved in its extension across the country. The Jetstream Challenge was a highly effective way to interact with customers to demonstrate the unique benefits of our range, including Jetstream’s uni ‘Super Ink’, and an opportunity to gain feedback on our new products.”
The Jetstream Challenge tour began in Glasgow on 20th August and concluded on 25th September in Brighton. The full itinerary was as follows;
20/08/2008 – Glasgow
21/08/2008 – Edinburgh
26/08/2008 – Manchester
27/08/2008 – Oxford
28/08/2008 – Birmingham
02/09/2008 – Leeds
03/09/2008 – Newcastle
04/09/2008 – Sheffield
17/09/2008 – Cardiff
18/09/2008 – Swansea
24/09/2008 – Portsmouth
25/09/2008 – Brighton
About Mitsubishi Pencil Company
Mitsubishi Pencil Co., owner of the uni-ball brand, is the biggest player in the UK rollerball pen market. Six out of ten best selling rollerball pens proudly carry the uni-ball logo (source: GFK Marketing Services data 2006).
Established in Tokyo in 1887, the company now produces a range of rollerpens, ballpoint pens, mechanical pencils, water-based markers and correction items. In 1959, the company introduced its first ballpoint pen and in 1979, it introduced ‘uni-ball’, the world’s first ballpoint pen to incorporate a metal tip. The pen’s exceptionally smooth writing performance made it an immediate hit in the Japanese and American markets.
Today the company headquarters, R&D and production facilities are based in Tokyo, Japan, with the European head office being based in Worcester, UK. The company has subsidiaries and distributors world-wide.
For further information please visit www.uniball.co.uk
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