Pilot launches a winning Instant Contest for Back to School

Pilot launches a tailor-made “Skatepark” competition for its customers ‍

To promote its Frixion pen range, Pilot called on Weezio to orchestrate an exceptional activation at the start of the school year. The objective is clear: to emerge in the face of growing competition and to capture the attention of buyers, especially young people.

A tailor-made device to increase sales

‍For this fall, Pilot is launching an activation that immerses consumers in the fascinating world of Japan. Inspired by manga, a popular phenomenon among teenagers, Weezio succeeded in combining originality and relevance. The concept is based on the creation of a strong and distinctive visual identity, highlighting Japanese cultural elements thanks to KW and POS deployed in 330 stores.

Double Activation In-Store and Online with our Instant Win “Runner”

The operation is carried out in two parts: in-store and online with the obligation to purchase. Our team has designed an Instant Winning “Runner” game where players must reach high school as quickly as possible by avoiding various obstacles, in an attempt to win a game console or an unlimited manga download code or even a trip for 4 people to Japan! The dynamic and fun gameplay encourages young players to challenge themselves to get the best score. Each GSS store will designate one winner per store, determined by the highest score, who can participate in a draw to win a Kawaii smartphone printer.

In addition, Kawaii goodies, such as temporary tattoos and pins, will be distributed in supermarket stores (Large and Medium Supermarkets) to attract more attention and offer souvenirs. The originality of this activation, combined with attractive promotional mechanisms and generous rewards, guarantees Pilot a new school year marked by innovation and the commitment of young consumers.