Notice how there’s never a good pen when you need one? TUL can help!

TUL™ - Exclusively at OfficeMax®
Lifestyle Intercept, Event Marketing, Demographic Targeting

Challenge
Get OfficeMax’s new line of user-focused, design-influenced pens into the right hands—consumers who really care about their choice of writing instrument. Break out of the traditional commoditization of the office supply industry.

Solution
INNOVA delivered TUL pens to consumers at the places and times they needed them most. The coolest offices—from ad agencies and architects to technology companies and non-profits—received a stylized TUL product display and plenty of pens to keep it stocked. Consumers at the hippest restaurants were delighted when they received something beyond a run-of-the-mill ballpoint to sign their bill—they were even more delighted when they found out it was theirs to keep. Hotels presented guests with a classy, humidor-style case filled with TUL pens that they could use to sign in and then take home. People out for a night on the town met TUL teams at nightclubs and bars and had a chance to try TUL pens for a quirky interactive handwriting analysis. In select markets, commuters stopped and stared at spontaneous street fashion shows featuring actual runway models decked out in TUL apparel. Every part of the strategy was supported by "Exclusively at OfficeMax" branding that let consumers know where to look for their next TUL fix.

Over 290,000 TUL pens were delivered at over 500 restaurants, hotels and offices.

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