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Pen Company Hopes For Viral Spread of Message

staedtler_crush.jpg

Staedtler writing implement company has launched a campaign in Australia to increase use of its products. The only domestic manufacturer of pens and pencils in the country, Staedtler faces competition from the all mighty keyboard, those pesky imports and the death of the handwritten letter. Acknowledging this, Staedtler, with help from Host, have created a campaign that leverages dependence on the keyboard for correspondence. The campaign consists of a site on which visitors can craft a handwritten message and have it mailed to a friend (in Australia) but the return address will be that of the website from which the note originated. Host hopes this spirals and causes recipients to visit the site, create their own notes and spread the campaign exponentially.

The site will also be promoted with print ads and handwritten notes placed in public places throughout Melbourne and Sydney. We're not quite sure how continually driving people to a website to create digital notes will increase sales of physical pens and pencils but, like, whatever. It'll be fun to watch the whole country pen-pal'ing itself.

Written by Steve Hall    Comments (5)     File: Online, Viral     Feb-28-06  

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Comments

Funny this execution is identical to that Swedish sandwich thingy that won at Cannes two years ago. The one where you draw your own sandwich and they send you a real one. Well other than it's not as tasty.

Posted by: McFly on February 28, 2006 07:54 PM

Funny this execution is identical to that Swedish sandwich thingy that won at Cannes two years ago. The one where you draw your own sandwich and they send you a real one. Well other than it's not as tasty.

Posted by: McFly on February 28, 2006 07:55 PM

yeah, execution was ghey.

Posted by: Phon on February 28, 2006 08:12 PM

It's a pretty cool idea, I've sent one off just to see how it all turns out :)

Posted by: Daniel, Rogue Connect on February 28, 2006 11:45 PM

I wish that this was in the US.

Posted by: Maia Bittner on February 14, 2007 09:19 PM

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