PATTEX CRANE by Serviceplan Munich for Pattex

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PATTEX CRANE

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

Credits & Description

Category: Best Use of Ambient Media: Large Scale
Advertiser: HENKEL & CO.
Product/Service: CLASSIC GLUE
Agency: SERVICEPLAN
Date of First Appearance: Jan 29 2011
Entrant Company: SERVICEPLAN, 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 and Tanja
Media placement: Crane - Germany - 29.01.2011

Insights, Strategy & the Idea
Many people know that Pattex power glue has a very good adhesive force. But only few know how good it really sticks.
We were asked to demonstrate the sticking power of Pattex in an unusual and surprising way, to as many people as possible.
Since the Budget was limited we should think about something spectacular enough people would talk about.
We knew, if we want people to talk about our product, we have to fascinate them.
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.

Creative Execution
We demonstrated the adhesive force of Pattex with an attention-grabbing action that took place, where heavy duty objects are carried every day: a construction site in the city centre.
We built a huge Pattex tube and assembled it at a construction crane. So the crane transported objects stuck on the Pattex tube.
The central location of the construction site guaranteed a big audience to spread our message by photos, videos and of course in chats with their friends.
So we showed the product benefits in a relevant, surprising and new way to the audience.

Results and Effectiveness
The Pattex tube was not only a highlight in the city but also on the web.
Many pedestrians documented the action with their mobiles and cameras. About 40 movie files were uploaded to the web and have been circulating ever since.
113 blogs from around the world have been reporting about the Pattex crane.
Our real construction became an online phenomenon.
During the time of the promotion the clickrate on pattex.de increased about 43% and the sales volume of Pattex power glue increased by 13%.