Case Studies

Bic

Bic introduces ‘The BIC Kids’ product range by partnering up with Scentre Group BrandSpace for the Westfield July School Holidays.

The July school holidays brought exciting and interactive activities for Children within our Centres thanks to Bic and their ‘BIC Kids’ product range.

During the two weeks of the school holidays, Westfield developed a fun and engaging environment for kids and parents to create, learn and share together. BrandSpace worked alongside Bic to showcase and introduce ‘The Bic Kids’ product range directly to the families of New Zealand.

Throughout the July School Holidays eight Westfield Centres ran Monty Clock and T-Shirt decorating classes allowing the children of the shoppers to be creative and participate in fun interactive activities.

The free School Holiday activities took part within Centre Court and were hosted by Westfield brand ambassadors from 11:00 am to 3:00 pm Monday to Friday.

The Bic Kids brand was also integrated within Westfield School Holiday promotional media.  This included brand exposure on the WKids Club Newsletter that was personally addressed and sent by post to over 51,000 members. The ‘schools out’ insert within the New Zealand Herald, local press, in centre posters and digital.

Not only was the Bic Kids Logo integrated but the product packaging and prize give away amplified Bic exposure.

Over the two weeks we had over 17,000 kids and care givers join in on the activities. The experience encouraged kids to be creative with tangible items like colouring pens and pencils.

“The Bic Kids range has been very popular for years with kids and their caregivers, so it was the right decision for Bic to partner with Scentre Group BrandSpace bringing delight and creativity to children during this holiday period.” – Graham Rogers, Sales and Marketing Executive – Bic New Zealand