The integrated dealer and consumer promotion, which ran from July to December 2008, was to drive sales of its brand-leading Lumocolor range. Many dealers and consumers responded to the imaginative promotion and the final draw was held earlier this year. First prize for the consumer was a brand new Mercedes A Class car.

Natalie Lewis, Customer Marketing Manager at Staedtler UK Ltd said: “Drive of Your Life represented our biggest promotional spend for some years and was designed to reward our loyal dealer partners and also provide the tools for them to increase sales with an integrated promotion.”