Henkel Promo, Case study CREATIVITY by Strawberryfrog Brazil

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Industry Paints, Paint Brushes, Adhesives
Media Promo & PR, Case study
Market Brazil
Agency Strawberryfrog Brazil
Creative Director Mariana Sa
Producer Celso Costa
Released October 2010

Credits & Description

Category: Best Use of Integrated Media
Advertiser: HENKEL
Product/Service: GLUE
Date of First Appearance: Oct 10 2010
Chief Creative Officer/Copywriter: Alexandre Peralta (StrawberryFrog Brazil)
Creative Director: Mariana Sá (StrawberryFrog Brazil)
Art director: Gustavo Batinga (StrawberryFrog Brazil)
Planner: Patricia De Luca (StrawberryFrog Brazil)
Media VP: Jairo Soares (StrawberryFrog Brazil)
Media Director: Adriana Joyce (StrawberryFrog Brazil)
TV Producer Director: Felipe Fratino (StrawberryFrog Brazil)
TV Producer Assistant: Paula Rodrigues (StrawberryFrog Brazil)
Film Director: Jose Carlos Lage (StrawberryFrog Brazil)
Sound: Palavra Cantada (Palavra Cantada)
Producer: Celso Costa (StrawberryFrog Brazil)
Assitant Art: Joel Utter (StrawberryFrog Brazil)
Assistant Art: Martin Westberg (StrawberryFrog Brazil)
Media placement: TV - Discovery Kids - 04/10/2010
Media placement: Internet - Facebook - 04/10/2010
Media placement: Internet - Twitter - 04/10/2010
Media placement: Internet - Blogs - 04/10/2010
Media placement: Ambient Media - Fashion Mall - 02/07/2011
Media placement: Ambient Media - Villa Lobos Mall - 02/07/2011
Media placement: Ambient Media - Del Rey Mall - 03/14/2011
Media placement: Ambient Media - Estação Mall - 03/14/2011

Insights, Strategy & the Idea

PRITT is a market-leading glue-stick brand with an aggressive competition: strong brands at POS and, at the same time,
cheaper lower-quality brands.
For a child’s successful education, it’s fundamental to have the support of teachers and also the incentive and presence of parents in daily activities. However, many parents take an absent posture, failing to effectively participating in their children’s life.
Insight: When parents and school are gathered to educate a child, the result is a better and more self-confident human being. Inspired by that idea, Pritt helped to glue the elements able to transform a child.
Instead of a traditional campaign, we developed a large and relevant cultural movement for parents, children and teachers, transcending the product functionality.

We built a new positioning, by establishing an emotional tie with the target and contributing to child development, in addition to shielding our brand.

Creative Execution
To legitimize the discourse, our strategy started with the solidification of the concept. Together with São Paulo Art Museum, Pritt developed art workshops in which children, parents and teachers were invited to participate.

The material generated during those meetings gave rise to the ads, and the images registered in the workshops were used in campaign commercials, developing a cultural movement throughout the points of contact with the three targets (children, parents and teachers):

TV: Films in Network TV, using a mix of shows oriented to the target. On pay TV, we sponsored the Summer Nick Project, with a penetration of 97%.

Cinema: we chose theatres that followed a programming of films whose audience consisted of parents accompanied by their children, during vacation.

Magazine: major weekly magazines (oriented to parents) and specialized magazines (schools/teachers).

Internet: platform engaging parents and teachers to the movement
by sharing testimonials and information about it.

Results and Effectiveness

With that cultural movement we provided to the brand a more emotional dimension and approached schools that had a strong resistance to involvement with brands in the segment.
Pritt’s effective presence in school lists were increased and we also surpassed competitors, shielding the image and leadership position of the brand on the market.
Sales grew by 47%.

- 38.5% growth in NES (1Q 2009 x 1Q 2010),

- 42.7% growth in VOL (1Q 2009 x 1Q 2010).

More than 300 ambassadors have spontaneously advertised the cause, and reached about 30 thousand people, most of which parents and teachers.