Agorex Print PASTE WHAT YOU LOVE by Momentum Ogilvy & Mather Lima

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Industry Paints, Paint Brushes, Adhesives
Media Print, Magazine & Newspaper
Market Peru
Agency Momentum Ogilvy & Mather Lima
Creative Director Aldo Canchaya
Art Director Humberto Kian
Copywriter Rodrigo Melgar, Luis Rios
Producer Eliseo Lock
Account Supervisor Ursula Canchaya
Editor Paul Medina
Released November 2011

Credits & Description

Category: Best Use of Broadcast in a Promotional Campaign
Advertiser: HENKEL
Product/Service: AGOREX ADHESIVE
Creative Director: Aldo Canchaya (Ogilvy Peru)
Copywriter: Rodrigo Melgar (Ogilvy Peru)
Art Director: Humberto Kian (Ogilvy Peru)
Copywriter: Luis Rios (Ogilvy Peru)
Account Supervisor: Úrsula Canchaya (Ogilvy Peru)
Account Supervissor: Martha Diaz (Ogilvy Peru)
Producer Director: Carla Chuiman (Ogilvy Perú)
Producer: Eliseo Lock (Ogilvy Perú)
Editor: Paul Medina (Redworks)
Post Production: Tosta Team (Tosta)
Key Account Manager: Alexander Yim (Henkel Peru)
Media placement: TV Banner - VIVA TV Canal 4 - 22 January

Describe the objective of the promotion.
The target audience drawn from existing customers.
We had to promote that our glue was able to stick to any surface, and we should do so in a way that people remember: in a special way, not showing it commercially, but making an experiential example for a big media audience, like television. This would drive our target to go and buy our product directly.

Describe how the promotion developed from concept to implementation.
People love to watch TV. The love series. And series comes with something they dont really want: the commercials.
Because commercials break the fun, and if there´s something broken we have glue to fix it.
While viewers enjoy their favourite weekend TV show, they were surprised that the shows have no commercial breaks as usual, because now the show was glued together by Agorex.

Explain why the method of promotion was most relevant to the product or service.
We made different banners that come instead of the commercials breaks, and created an action that subverted what everyone expects to happen: keeping out commercials to continue the series they are viewing.
We made that unexpected action with a benefit of our product: our adhesive.
We proved with an action that we can stick on any surface.
We did an action that makes people feel good and happy, and that happiness is sponsored by Agorex.
Happy branding awareness in a new media action.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Our main results:

More than 81% of the local cable audience saw our action
We increased penetration from 72% to 92% in distribution channels
Agorex is now the instant glue with more awareness in the market

And the most important thing:
Our users start to love us because we paste what they love most.