Pilot launches a winning Instant Contest for Back to School

Pilot launches a custom “Skatepark” competition for its customers ‍

To promote its Frixion pen range, Pilot partnered with Weezio to orchestrate an exceptional back-to-school activation. The objective was clear: to stand out in an increasingly competitive market and capture the attention of shoppers, particularly younger audiences.

A custom strategy to boost sales

‍For this fall, Pilot is launching an activation that immerses consumers in the fascinating world of Japan. Inspired by manga—a massive phenomenon among teenagers—Weezio successfully combined originality with relevance. The concept centers on a strong, distinctive visual identity that highlights Japanese cultural elements through key visuals and point-of-sale displays deployed across 330 stores.

Dual In-Store and Online Activation with our “Runner” Instant Win Game

The campaign is split into two parts: in-store and online, with a purchase requirement. Our team designed an instant-win “Runner” game where players must reach high school as quickly as possible while dodging obstacles for a chance to win a game console, a code for unlimited manga downloads, or even a trip to Japan for four! The dynamic, fun gameplay encourages young players to challenge themselves to achieve the high score. Each large-format store will select one winner based on the top score, who will then be entered into a drawing to win a Kawaii smartphone printer.

Additionally, Kawaii-themed goodies like temporary tattoos and pins will be distributed in supermarkets to generate buzz and provide memorable souvenirs. The originality of this activation, combined with attractive promotional mechanics and generous prizes, ensures Pilot a back-to-school season defined by innovation and strong engagement from young consumers.