BIC Nigeria has concluded a nationwide Back-to-School campaign centred on creativity, learning and self-expression, combining family experiences, retail activations and media engagements as children returned to school for a new academic year.
The campaign featured the BIC Back-to-School Experience Center at Ikeja City Mall, Lagos, where families participated in games, creative activities and interactive sessions between August 28 and 30. The three-day activation provided children with opportunities to play, connect with others and express themselves outside the traditional classroom setting.
Brandspur Brand News reports that BIC extended the campaign to retail outlets in Lagos, Port Harcourt, Owerri, Ibadan and Abuja. Families shopping for school supplies were able to participate in in-store activities and a raffle draw, widening the campaign’s reach beyond the main Lagos activation.
The company also used digital and traditional media platforms, alongside influencer partnerships, to sustain conversations around creativity and learning. The media activities brought the campaign to audiences beyond the physical activation locations while connecting the brand with families preparing for the school year.
Participants across the campaign received BIC product gift bags intended to support children during the new school season, as well as selected everyday household essentials. The initiative linked the practical needs of families preparing for school with activities focused on children’s creativity and individuality.
BIC said the campaign reflects its broader effort to build relationships with families through experiences as well as its products. The company positioned the Back-to-School programme around the role of creativity in how children explore, learn and develop their individual interests.
The retail activations are scheduled to continue through September 30, giving families additional opportunities to interact with BIC while settling into the new academic year.
The campaign’s combination of physical experiences, retail engagement and media outreach also gives BIC multiple points of contact with families during one of the busiest periods for school-related shopping.
Families can follow BIC Nigeria’s activities and updates through the brand’s Instagram and TikTok platforms.
