Issued by: Hecate Corporate Theatre
"From concept to execution, the BIC Land Adventure Roadshow was an exciting and rewarding project to work on with the Hecate Corporate Theatre Team. It really made the BIC Brand Come Alive! Its success could be measured in the joy and pleasure it brought to all the kids that watched the show," says Netanya Herselman, Account Executive at Zonke Ignition Advertising.
Zonke Ignition Advertising commissioned Hecate Corporate Theatre to develop a show promoting BIC crayons to school children from the ages of 4 to 7 years old - a total of 36 shows were performed at pre-primary and primary schools in Gauteng.
Using magical life-size props of Sentry Crayons guarding the Kingdom of BIC Land and three actors in the roles of King BIC and his two crayon courtiers - Blue and Red - the fairytale story of how BIC crayons brought colour to a monochrome land unfolds. While keeping the children involved and entertained the messaging is strengthened with original songs and constant references to BIC. Children exposed to the production would have no problem influencing parental choice at point of purchase.
"We were particularly pleased with this production - not only did we achieve the client's objectives but the children also loved the show and went away with crayons and a drawing book as well," said Di Kershaw, MD of Hecate Corporate Theatre. "In addition, we also implemented BIC's 'Pens for Africa' initiative by leaving a bright branded container at the schools encouraging learners to donate pens and pencils, even used ones, and BIC SA would donate a new pen for every donated one to under-privileged children."
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