THE CHALLENGE

Paper Mate Replay® needed to increase brand awareness while refreshing its communication style. The goal was to create a new Italian community that also included Millennial and Gen X audiences, who recognized the brand from their school days.

THE EXPERIENCE

We designed the contest “Chi sbaglia vince!” (“Who makes a mistake wins!”) because Replay® rewards those who learn from their mistakes.
A simple, engaging mechanic was developed to reward children and their schools.
Participants were encouraged to purchase a Paper Mate Replay® product, upload their receipt to a dedicated mini-site, and engage in additional opportunities to increase their chances of winning by answering an educational quiz and sharing their mistakes on social media.
Moreover, parents could nominate their child’s school and win prizes for the entire class.

This strategy helped reconnect the brand with its audience while tapping into nostalgia, creating a strong community-focused campaign that resonated with both children and parents alike.