BIC Australia reach for a new lighter.

Recognise the ‘BIC’ brand name? That’s likely because you’re familiar with their pens (they’re the makers of those four-colour pens we all know and love), best-selling pocket lighters and shavers for men and women.

The Australian marketing team reached out to PIER for support in launching a national campaign for their brand-new product – the EZ Reach lighter which has an extended wand to help light otherwise difficult-to-reach candles, grills, barbecues, and more. BIC needed one team to take the reins and execute everything smoothly and effectively. And that’s exactly what we did.

Who for

BIC Australia

What we did

Campaign strategy
Media plan and execution
Door opener outreach
Influencer management and logistics
Trade show stand and activations
Media and advertising artwork production
Organic social media content

Industry sector

BIC’s international marketing team had strict guidelines for executing the launch to achieve campaign consistency. Execution included video collateral of Snoop Dogg and Martha Stewart to digital media content, out-of-home media, social media advertising, social media content, influencer marketing, trade shows and client engagement (with brands like Coles and IGA). We couldn’t wait to get stuck into the project and help BIC light up this exciting national campaign!

We kicked off by pulling all campaign elements and assets together and developing a strategy that allowed BIC to gain a holistic overview of the activity. Being able to view all moving parts in one cohesive place was essential, especially for campaigns (and brands) this large. Our strategy incorporated the purpose of the campaign, its objectives, the project timeline, target audience, concepts, media channels, influencer scoping, door-opener outreach, key performance indicators (KPIs), and a budget breakdown. Once the plan was in place, we worked alongside Media Words (link) for media planning and buying, First Page (link) for social media advertising and 10 Feet Tall (link) for organic social media management.

To assist the BIC sales team, we created a fun, die-cut EZ Reach product brochure in the shape of a flame to be handed out to potential clients – it contained key features and benefits of the product, designed to build hype and prompt orders. Additionally, the door-opener outreach focused on impressing BIC’s clients by gifting them a scented candle, incense and portable grill in a customised box to showcase the versatility and functionality of the lighter. For BIC’s trade shows, we created takeover-style designs and activations that featured the Snoop Dogg and Martha Stewart assets – we developed a ‘Snoop’s Spin2Win’ prize wheel with mystery lighter-related prizes, and five-minute ‘Martha’s Massages’ with an on-site therapist.

We also scoped a diverse array of social media influencers (including outdoor enthusiasts, comedians and recipe creators) who posted to their own channels organically, and we negotiated rights to use their content in an organic and paid capacity too. Each month, we developed organic social media content plans for both Instagram and TikTok, including captions, posting dates, hashtags and visual assets.

The outcome

BIC experienced a smooth and successful launch for their brand-new EZ Reach lighter, now stocked in all Coles and IGA stores nationally. The Snoop Dogg and Martha Stewart ads and being showcased across Channel Nine, YouTube, broadcast video-on-demand (BVOD), programmatic digital display and social media – the campaign has reached millions of consumers in a few short weeks, with social media advertising reaching over one million people in less than a month. A BIC success, some might say.

“PIER helped us to bring all campaign components together so we could make sound and informed decisions. Then they facilitated execution with our other agencies for a very successful launch. They just made everything so easy!”

–  Sarah O’Mara, Marketing Coordinator at BIC Australia

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