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Parker Pen
A world renowned pen and a Big Red Bus!
World-renowned for their craftsmanship, Parker Pens wanted to build a stronger connection with a younger demographic while still resonating with their traditional audience. They asked Ghost to create a campaign that would spark dialogue with students across the UK in a way that felt relevant, engaging and true to the pen’s British heritage.
Process
Our solution was an experiential campaign centred on an iconic symbol of Britain, a red double-decker bus. We branded the bus with the UK’s Union Flag made entirely of Parker Pens, then took it on tour to UK universities during Fresher’s Week.
To draw students in, we launched a competition inviting them to “put pen to paper” and share ideas to help fellow students; from money-saving tricks to revision hacks and even tips for finding love. Every entrant received a free Parker Pen, creating a personal connection with the brand.
Digital marketing and brand ambassador activity supported the roadshow, driving awareness and encouraging students to engage both in person and online.
Results
The campaign far exceeded expectations. Instead of the anticipated 90,000 students, we reached over 140,000 across the tour. More than 2,000 entered the competition or signed up for offers, giving Parker a strong database of young prospects. By blending British heritage with hands-on experience, the campaign successfully opened a new conversation between Parker and the next generation of professionals.
Project Overview
- Experiential campaign and roadshow
- Big Red Bus activation with bespoke Parker design
- Student competition to encourage participation
- Digital marketing & brand ambassador support
- Audience reached: 140,000+ (vs. 90,000 expected)
- 2,000+ competition entries and sign-ups
Investment Overview
Approximately £25,000 to £35,000 for a national experiential campaign, blending heritage with youth engagement.
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