Staedtler's summer back-to-school (BTS) campaign includes a 30-second cinema commercial in 2D and 3D, digital panel advertising in-cinema and a national consumer promotion.
The in-cinema campaign will commence on Boxing Day, the biggest movie release date of the year.
The campaign will promote Staedtler tradition graphite pencils and 334 triplus fineliners.
"This will be the second consecutive year we have committed to in-cinema advertising and we expect to continue our success in further raising Staedtler brand awareness across the child and teenage target group pre-BTS," said Staedtler national marketing manager Margaret Savage.
"Cinema consumption for adults with children increases 20 per cent over the summer period as families on holidays are attending movies together," she said. "Blockbuster family movies our advertisement will screen with for this campaign include The Hobbit 3D and Monsters Inc 3D."
The in-cinema Digilite advertising will run for the same time-frame as the 30-second advertisement and will feature prominently in cinema foyers. The retail shopping centre Digital component will feature BTS product visual on panels and superscreens across 42 shopping centres nationally over the BTS period.
The Staedtler consumer promotion offers end purchasers of Staedtler products the chance to win a cash grant of $1000 each week for 10 weeks from 10 December. There will also be product give-aways of 20 Staedtler prize packs each week.
Customers who purchase any Staedtler bar-coded product during the promotional period can enter via completion of 'tear-off' entry pads positioned at point-of-sale or online at www.staedtler.com.au.
