PATTEX POWER by OMD Dubai for Pattex

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PATTEX POWER

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Industry Paints, Paint Brushes, Adhesives
Media Case study
Market United Arab Emirates
Agency OMD Dubai
Released February 2013

Awards

Dubai Lynx 2013
Media USE OF BROADCAST: TV, CINEMA, RADIO SILVER
Media CONSUMER PRODUCTS BRONZE

Credits & Description

Client HENKEL
Product PATTEX
Entrant OMD Dubai, UNITED ARAB EMIRATES
Type of Entry: Media: Use of Media
Category: USE OF BROADCAST: TV, CINEMA, RADIO
Title: PATTEX POWER
Product/Service: PATTEX
Media Agency 2 : OMD Dubai, UNITED ARAB EMIRATES
Entrant Company : OMD Dubai, UNITED ARAB EMIRATES
Media Agency : OMD Dubai, UNITED ARAB EMIRATES
Name Company Position
Diego Cerrone OMD UAE Ignition Manager
Antoine Challita OMD UAE Regional Director
Zeeshan Ali Merchant OMD UAE Manager - Planning
Elie Bachalaani OMD UAE Director - Investments
Ramzi Abboud OMD UAE Executive - Investments
Results and Effectiveness:
With a miniscule budget we developed an original and innovative way of showcasing the Pattex power that has never been seen on television before. The ‘tug of war’ mechanism used during the commercial break and physically gluing two other spots to the Pattex ad has made this execution the first of its kind in the World. With each airing of the execution reaching 1.2million of our target audience, we truly succeeded into getting our message into households. More importantly from a business perspective, the Pattex ad made a significant contribution to 41% sales increase from the same period in 2011.
Creative Execution:
With Pattex owned by Henkel, we worked with two of their other household brands (DAC Disinfectant and Persil Abaya Shampoo) and literally ‘bonded’ their 30” spots to the beginning and end of the Pattex ad. When viewers at home are watching the first ad (DAC Disinfectant) leave the screen, they would then witness a game of ‘tug of war’ unfold in front of them as Pattex gets to grip with DAC and Persil – the third ad in the sequence. Using elasticity and stretching effects on the ads, we demonstrated how Pattex has the power to glue anything – even TV commercials! Totalling 65”, we then placed this unique execution across three of the region’s highest reaching channels - Dubai TV, Rotana Aflam, and Rotana Khaleejiyah.
Insights, Strategy and the Idea:
Pattex has been keeping businesses in the region well glued with powerful adhesive products for a number of years. Through its brand positioning of ‘gives you the power’, trust and quality associations amongst professional tradesmen is high. However, there are misconceptions amongst broader consumer audiences that the glue is not suitable for domestic environments. Therefore, the challenge was to find innovative ways of sharing the Pattex power with households and homes. Television remains the number one channel for making an impact within the home as people are glued to their seat for long periods of time! By marrying our audience insight with the brands gluing strength, our idea was to stick two TVC’s either side of a Pattex spot to demonstrate the brands extreme power.