120 KM/H by Publicis Brussels for Post-it

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120 KM/H

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Industry Stationery
Media Direct marketing
Market Belgium
Agency Publicis Brussels
Creative Director Paul Servaes, Alain Janssens
Art Director Alex Gabriels
Copywriter Wim Corremans
Account Supervisor Myriam Baya
Released January 2010

Credits & Description

Category: Ambient Media & Print Collateral, Non-Mail (Small Scale)
Advertiser: 3M
Product/Service: POST-IT SUPERSTICKY NOTES
Agency: PUBLICIS BRUSSELS
Date of First Appearance: Feb 1 2010 12:00AM
Entrant Company: PUBLICIS BRUSSELS, BELGIUM
Creative Director: Alain Janssens (Publicis Brussels)
Creative Director: Paul Servaes (Publicis Brussels)
Copywriter: Wim Corremans (Publicis Brussels)
Art Director: Alex Gabriels (Publicis Brussels)
Account Supervisor: Myriam Baya (Publicis Brussels)
Account Manager: Florence Collignon (Publicis Brussels)
Media placement: Sampling - Street Activation - 1 February 2010

Describe the brief/objective of the direct campaign.
People seem to forget that Post-it also provides special notes for hard-to-stick-to surfaces: Post-it Super Sticky. The objective was to make people discover Post-it Super Sticky in a way that would stay put in their minds. To avoid being considered as dull office equipment, we wanted to surprise consumers by showing the product on a place where they wouldn’t expect it at all.

Explain why the creative execution was relevant to the product or service.
In Belgium, people always have to remember not to drive faster than 120km/h on the highway. As 120km/h is also the amazing maximum speed for a Post-it Super Sticky, this execution couldn’t be more relevant to the product. We used the product itself as a flyer, using it for what it’s meant to: to remember people of something they might forget.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
A Post-it Super Sticky should stay put until a windspeed of 120km/h. That’s exactly the maximum speed on Belgian highways. We used the product as a flyer and made the consumer see this for himself. At car parks alongside the highway, a Post-it Super Sticky was put on the windscreen of every car. Pay off: If this Post-it Super Sticky lets go, you’re driving too fast. Post-it Super Sticky. Up to 120km/h.

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.
Thousands of flyers were put. Intrigued by the message, almost every driver drove off with the Post-it Super Sticky still on the windscreen. Spot checks at approximately 5km away from the parking made clear that indeed the notes stayed put at 120km/h. Street marketing became highway marketing, spreading word of mouth at a maximum speed. This way, we left a Super Sticky note in the mind of thousands of consumers.