To aquaint and equip students with Uniball Eye. The promotions and the branding were targeted for them during exams.
The challenge was to break the clutter and promote Uniball Eye with an idea that would highlight the difficulties of exam and the necessity of using the pen to get an edge during the testing times.
We decided to identify the problems that a student normally faces while writing an exam. 'Speed' came out as a major factor. thus we turned this difficulty into Uniball's favour and came up with a campaign idea that motivated students to write exams with confidence using their very own Uniball Eye.