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Industry Paints, Paint Brushes, Adhesives
Media Direct marketing
Market Germany
Executive Creative Director Matthias Harbeck
Creative Director Alexander Rehm
Art Director Andreas Balog Serviceplan
Copywriter Lorenz Langgartner, Nicolas Becker Serviceplan
Producer Michael Gruber, Thorsten Huth, Markus Rössler Und Tanja
Account Supervisor Stefan Schütte, Sandra Robert
Released January 2011

Credits & Description

Category: Ambient Media (Large Scale)
Advertiser: HENKEL
Product/Service: GLUE
Agency: PLAN.NET
Date of First Appearance: Jan 29 2011
Entrant Company: PLAN.NET, Munich, GERMANY
Chief Creative Officer: Alex Schill
Executive Creative Director: Matthias Harbeck
Creative Director: Alexander Rehm
Copywriter: Nicolas Becker/Lorenz Langgartner
Art Director: Andreas Balog
Account Supervisor: Stefan Schütte/Sandra Robert
Graphic Design: Marijo Sanje/Fabian Halder
Agency Producer: Simon Feichtl
Production Company: Saurus Filmbauten
Producer: Michael Gruber/Thorsten Huth/Markus Rössler und Tanja
Media placement: Crane - Germany - 29.01.2011

Describe the brief/objective of the direct campaign.
Many people know that Pattex power glue has a very good adhesive force. But only few know how good it really sticks. With a limited budget our task was to make as many people as possible buy a Pattex tube and let them proof personally its great adhesive force.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
If you want people to talk about your product, you have to touch them in a direct way. By showing something, that surprises and entertains the audience. Something people would love to share with their friends. And of course that gives them a relevant value.
Our solution: We demonstrated the adhesive force of Pattex with a spectacular construction. We mounted a huge Pattex tube on a construction crane and let it carry heavy duty objects. Many posters with QR codes where placed around the construction site. There, we offered a 50 % off voucher, so people could convince themselves of the sticking power at home.

Explain why the creative execution was relevant to the product or service.
Pattex power glue has an impressive sticking power. That’s exactly what we showed in a direct and impressive way.
With an attention-grabbing action in a place where heavy duty objects are carried every day: a construction site in the city centre.
We demonstrated the product benefits to a relevant and surprising way.
And with the 50 % off voucher we made an offer for everybody to experience what the pattex claim means: Only Pattex sticks like Pattex.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
Many pedestrians documented the action with their smart phones and cameras. The movie files that were uploaded have been circulating ever since.
113 blogs from around the world reported the click rate on increased by 43% and over 1750 vouchers were downloaded. During promotional period sales for Pattex power glue increased by 13%.