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Mitsubishi Pencil Co. has undertaken one of its most successful retail activities to date in an effort to promote its latest range of writing instruments.
Throughout August, the leading pen brand carried out a national shopping centre tour to increase awareness and drive sales of its new scented ink gel pens – uni-ball Signo Scents.
From Manchester’s Trafford Centre to Bluewater in Kent, shoppers were invited to take part in ‘sketch and sniff’ activity by spinning a wheel of fortune painted with the bright colours of the smelly pens. Shoppers were then asked to scribble, sniff and guess the correct scent to receive a free pen sample along with a voucher that entitled them to a 50% discount off any Signo Scents purchase from WHSmith stores.
Managed by innovative experiential agency VIA, the activity also provided the firm with an opportunity to promote its national Signo Scents competition. Run exclusively online at www.signoscents.co.uk customers can win prizes such as a family trip to Florida, a Nintendo Wii and other home entertainment products by simply entering the pen’s 14 digit ID number.
“We generated intrigue and excitement amongst shoppers by engaging with them on a unique marketing platform,” said Stuart Barker, marketing manager at Mitsubishi Pencil Co. “By using bright and colourful promotional staff alongside an interactive promotional space, we created significant interest in Signo Scents that will undoubtedly strengthen our retail performance in 2010.
“The feedback received was overwhelming with people of all ages reminiscing about the scented pens from yesteryear. Today, thanks to our range of ten fruity and sweet smells, we’re pleased to say that writing has never smelt so good.”
For further information visit www.signoscents.co.uk, www.uniball.co.uk or call 01905 755043.
ENDS
Issued on behalf of Mitsubishi Pencil Co. by Connect PR
For further information, please contact: Lee Southen on 01902 714957 or email lee@connect-group.com
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