Lighting Up Engagement Opportunities: How BIC's Campaign Encouraged Real-World Product Interaction

BIC is a globally recognised brand known for producing reliable, everyday products that combine practicality with innovation. From stationery to shaving and lighters, BIC has built a reputation for delivering simple solutions that make everyday moments easier.

For this campaign, BIC focused on launching their EZ Reach safety lighter, a product designed to offer extended reach and child-resistant safety features, making it ideal for lighting candles, braais, fireplaces and household items.

For a new product launch, awareness alone is rarely enough. Consumers need to experience the product to fully understand its practicality and design benefits. In BIC’s case, the challenge was not only introducing the EZ Reach lighter to the market but also demonstrating its everyday usefulness in a way that felt natural and immediate.

Traditional advertising can build recognition, but it does not always create direct engagement with the product itself. To effectively launch the EZ Reach lighter, BIC needed a strategy that combined visibility with physical interaction - ensuring the product reached the environments where it would actually be used.

BIC partnered with MotionAds to execute a multi-layered awareness and engagement campaign across Johannesburg and Cape Town. Branded delivery bikes were deployed as moving billboards, using eye-catching branded top-boxes to create strong visual impact across high-traffic urban environments.

Alongside this visibility, the campaign incorporated targeted flyer distribution and product sampling, placing the EZ Reach lighter directly into the hands of consumers. This ensured that the product wasn’t just seen - it was experienced.

By combining mobile visibility with in-home engagement, the campaign delivered BIC’s message exactly where it mattered most. Through MotionAds’ granular neighbourhood targeting, the product and its value proposition were introduced directly into households, encouraging trial and creating meaningful brand interaction.

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The campaign successfully combined brand awareness with product engagement, allowing BIC to launch the EZ Reach lighter in a way that felt both innovative and practical. By physically placing the product in consumers’ hands while reinforcing visibility across city streets, the campaign created a strong connection between brand messaging and real-world use.

This approach ensured the product reached the environments where it would naturally be used - from lighting candles to starting braais and fireplaces - reinforcing the lighter’s everyday value while strengthening BIC’s presence in the market.