uni-ball

The Client

A client of Wyatt International for five years, 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

Uni-ball launched their anti-smudge pen in the spring of 2008. The Jetstream pen features specially formulated ink that is smudge-proof after just one second! It was important to uni-ball, that Wyatt identified the target market and established the best way to create a dialogue with them.

Through research, Wyatt identified that 14-23 year old students are frustrated by pens that smudge and obscure their writing. They need stationery tools that fit with their fast-paced lives, always ensuring their notes, essays and exams are clear. As a young and notoriously fickle target market it was imperative that the campaign captured their imagination whilst engaging with them.

Wyatt created Smudge, a character who represents all the annoyance of a smudged hand. Smudge acts as Jetstream’s antithesis, placing Jetstream as the hero. The personification of Smudge and his hapless villainy has been brought to life in the virtual world through; a dedicated microsite using the latest audio-visual video streaming and an online game, a facebook profile, a facebook group and the launch of a facebook application.
In addition, the campaign features a successful on-line digital advertising campaign, supported by a national consumer PR programme.

The Results

To date the website has received approximately 10,000 unique visitors and the advertising has demonstrated above average click through rates.

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