Super Bonder Promo, Case study GLUED 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 Felipe Fratino
Account Supervisor Lígia Rodrigues
Released February 2010

Credits & Description

Category: Best Use of Television
Advertiser: HENKEL
Product/Service: SUPER BONDER GLUE
Date of First Appearance: Feb 5 2010 12:00AM
Chief Creative Officer: Alexandre Peralta (StrawberryFrog Brazil)
Creative Director: Mariana Sá (StrawberryFrog Brazil)
Producer: Felipe Fratino (StrawberryFrog Brazil)
Account Director: Rodrigo Castro (StrawberryFrog Brazil)
Account Supervisor: Lígia Rodrigues (StrawberryFrog Brazil)
Account Director: Yuri Aizemberg (StrawberryFrog Brazil)
Vice President Planning: Patricia De Luca (StrawberryFrog Brazil)
Vice President Media: Jairo Soares (StrawberryFrog Brazil)
Production Company: José Carlos Lage (Imagem & Cia)
Production Company: Trahlahlah Team (Trahlahlah)
Post Production: Modulos Team (Modulos)
Media placement: TV Film - Glued Film - SBT - 05/02/2010
Media placement: TV Film - Glued Serie - Record - 08/02/2010

Results and Effectiveness

The communication further reinforced the concept of the brand by preparing the public for future communication actions in a later campaign. In just one week and with only 6 inserts, we reached more than 27 million people all over Brazil. This campaign is a warm-up for future media campaigns for the brand (product placement on Big Brother Brazil 10) and the new advertising campaign, forecast to go on-air in April 2010. The results, even before the beginning of the campaign, are already extremely favourable. The partial sales goals are being reached and brand recognition is still very strong among the target public.

Creative Execution
We had to create a new programming segment on TV to transmit this message in a direct and practical manner, but also playful and enjoyable. The concept: glue a commercial break with Super Bonder. As soon as the TV programme went to commercials, the Super Bonder advertisement appeared with the message that 'Super Bonder glues everything: glass, wood and it can even glue your programme'. After this, the break finished and the programme returned, with none of the other advertisements normally programmed for a traditional commercial break being shown. Therefore, what would be a traditional commercial break with 30” advertisements became one quick advertisement on the power of Super Bonder. For the first time in TV's history, we had a commercial break with just one 30” advertisement. For this campaign we just used TV as media, exactly because you wouldn't expect something like this to happen.

Insights, Strategy & the Idea
The main communication objective was to establish the main brand message: “Just touch them together, and they’re stuck fast”, through an effective and unique campaign that demonstrated the product’s main attribute. The main message of the Super Bonder campaign concerns its versatility, and how it glues everything: glass, metal etc. And as Super Bonder really glues EVERYTHING, we came up with the insight to glue something unimaginable: we decided to “glue” two segments of a TV programme together with an advertisement. It was a really unique proposal that, due to its very concept, perfectly suited the message that it intended to transmit. This brought relevance to the main brand message and, as an added extra, further reinforced a characteristic more and more present in the DNA of the Super Bonder brand: to transmit its message in an audacious, different and unique manner.