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£10 Says You
Won’t Finish It

Send us your receipt and finished pen and we’ll send you £10!

The Promotion

Purchasing consumers were challenged to finish their BiC® Cristal® pen within the promotional period and send it in to be awarded with £10. The promotion, which ran in the UK and ROI, was aimed at both consumers through retail channels and businesses through B2B stationery suppliers.  It was promoted heavily through on pack stickers, Facebook advertising, instore POS, online banners, and leaflets.

The Mechanic

Consumers had to wait 30 days from the date on their receipt before sending in their claim.  They then had to post their finished pen with the pack, proof of purchase and a completed registration form, which they could download from Facebook, which included a 15 word statement as to how the pen was used up.

According to research conducted by the University of Reading, a BiC® Cristal® pen could write up to 3 kilometres in length, which they state is the equivalent of…

  • 506 postcards
  • 9,431 signatures
  • 986 Sudoku puzzles
  • 97 exam papers


EMIRAT covered the potential pay-outs with its fixed fee coverage, whilst managing the full handling and fulfilment of the promotion, which included receiving and validating the claims, and fulfilling the payments via branded letter cheque. EMIRAT ran the promotion over 3 subsequent years, and each year the promotion exceeded all KPIs, including sales uplift.

What they said

“We have been working with EMIRAT on the Bic® Cristal® Challenge for over 3 years with the aim of increasing sales and awareness of one of our core product ranges. Engaging the target audience through Facebook by offering £10 to everyone who could finish the ink in a Bic® Cristal® pen. With EMIRAT assuming the risk, along with their dedication and willingness to adapt we have successfully been able to achieve our objectives!”

Mishka Smith
Trade Marketing Manager Stationery, BIC UK and Ireland

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