uni-ball

The Client

Uni Mitsubishi Pencil Co, renowned for its uni-ball brand of roller-ball pens, 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 Mitsubishi Pencil’s uni brand derives its name from the word unique. Their exclusive product variety is indicative of the desire to create products that uniquely match the needs of the individual user.

The Campaign

When the company launched their fraud fighting pen Signo 207, they needed an explosive campaign to herald its arrival. Featuring patented unique pigment ink that does not fade, cannot be ‘washed’ off and is resistant to household chemicals, the Signo 207 is a breakthrough in the market. Alongside ongoing PR activity, uni-ball utilised Wyatt International’s strategic communications expertise to identify and engage with the Signo 207’s target audience.

Identifying business, financial and healthcare professionals as the audience for whom fraud is a daily threat, Wyatt tailored a campaign to reach these groups. Creating an instantly recognisable crime fighting persona, the campaign was set against the backdrop of a bustling metropolis. Investing in trade, tube and press advertising the message was supported by central London sampling activities, online advertising and a dedicated microsite.

The Results

Early indications suggest the campaign has been successful in achieving stand out and cut-through. It was also awarded campaign of the month by B2B Marketing magazine and has been shortlisted for best B2B advertisement and best use of creativity in the national B2B Marketing awards being staged in November 2008.

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