PILOT PENS

PROBLEM
Most consumers don’t have a pen preference. A typical consumer chooses a brand they are familiar with, the first one they see on the shelf, or the cheapest option.
We want to help Pilot differentiate the Pilot G2 and become the pen-of-choice for an untapped market of pen-users: adventurers.
The tale goes: Pilot was founded by a sailor in 1918 who was setting out on an adventure. This sailor had a vision to put “adventures on paper,” so let’s keep the adventure going...

SOCIAL CAMPAIGN

BRAND ACTIVATION

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Pilot Pens will partner with airlines and travel agencies to sponsor adventures. Each passenger will receive a travel notebook and their perfect adventure partner: the Pilot G2.

Through the #pilotyouradventure hashtag campaign, Pilot will also encourage adventurers to share the pages of their travel notebook after the trip.

EXAMPLES OF USER-GENERATED CONTENT