To create an online buzz around Kokuyo Camlin's fast writing Mechanical Pencil.
Alignment of the brand with the Olympics, 2016.
A Twitter-based, Olympic-themed interactive 'Pencil Race', inspired by the Olympics' most popular event – the 100-metre sprint. After choosing a team, the more the users tweeted, the faster their 'race pencil' moved.
The campaign went viral quickly, resulting in users sharing all that the pencil is faster than. #PencilRace along with the team hashtags trended number one in India on different days of the campaign.
Over 1, 57, 300 people participated. With over 1 billion + impressions, this campaign even generated an additional 1,580 followers for the brand.
#PencilRace featured on all the leading advertising portals across the country.