Caran d’Ache wanted to enhance the partnership with Belinda Bencic in order to increase the brand identification. This partnership should also be used to strengthen the company’s presence in the German part of Switzerland market while boosting brands values (Swiss made, excellence) through digital interactions.
We wanted to take advantage of the young and dynamic image of Belinda Bencic to dynamize the Caran d’Ache brand. The operation was part of a complete brand activation plan to launch and promote the Ecridor Flowers through a dynamic and lifestyle strategy. The challenge was to reach an active female audience (under 40) at the Swiss level. After making visual material showing the player in a spontaneous and fun way with a derived use of the instrument Caran d’Ache, we used these visuals to set up ahead a contest on social networks. The game’s questions concerned Caran d’Ache news as well as its tradition based on both identities and the interest of the public in following the news of the brand. The gifts for the winners were Paul Smith instruments and Ecridor Flowers.
The competition was set up to be visible only on the Swiss market to maximize national interactions. Regarding the Caran d’Ache’s fan base engagement and the database increase, the results were very satisfying.