BIC Australia is going to create a new national campaign, featuring Australian cricketer Mike Hussey. Hussey will be seen in a range of off-field scenarios, including a book and cricket-bat signing, backyard BBQ, and preparing for a sports awards night – all featuring BIC products.
There is no doubting Mike Hussy’s popularity among cricket fans. He is a working class hero who appeals to both genders and is a great talent with the media and fans alike. He also personifies the values of everyday Australian’s which makes him easy to relate to. It also helps that he plays in a national sport on free to air television. These are all great reasons for a brand to align with Hussey but I’m guessing it was his slightly nerdy nature that gave him the nod with BIC.
Pens aren’t the most exciting product especially in this digital age so it helps to have a celebrity face to catch people’s attention. I’m sure BIC will play on Hussey’s nerdy good guy nature in their creative. In the meantime, let’s hope Hussey scores some runs, god knows (and BIC) he needs them.
