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 consumers' hands. The accompanying flyers played an important educational role, introducing consumers to the product's unique design, safety features, and everyday use cases. Together, the flyer and sample created a powerful combination - allowing consumers to not only learn about the product but experience its benefits firsthand.

By combining mobile visibility with in-home engagement, the campaign enabled BIC to reach carefully selected upper-LSM audiences through MotionAds' hyper-local targeting capabilities. This ensured the product and its value proposition were introduced directly into households most aligned with the brand's target market, creating meaningful engagement and encouraging product trial.

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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 through branded delivery bikes, the campaign created a strong connection between brand messaging and real-world use.

With our branded delivery bikes operating across Johannesburg and Cape Town over a three-month period, the campaign delivered sustained visibility while creating thousands of opportunities for direct consumer interaction. The addition of educational flyers alongside the product samples further strengthened engagement, helping consumers understand the lighter's unique benefits while encouraging immediate trial.

This integrated approach ensured the product reached the environments where it would naturally be used - from lighting candles to starting braais and fireplaces - reinforcing the EZ Reach lighter's everyday value while building familiarity and awareness amongst BIC's target audience.