WORLD'S STICKIEST AD by Serviceplan Munich for Uhu

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WORLD'S STICKIEST AD

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Industry Paints, Paint Brushes, Adhesives
Media Promo & PR, Case study
Market Germany
Agency Serviceplan Munich
Director Helmut Huber
Executive Creative Director Matthias Harbeck
Art Director Therese Stüssel
Producer Aisha Blackwell
Account Supervisor Patrick Stehle
Released January 2010

Credits & Description

Category: Best Use of Television
Advertiser: UHU
Product/Service: POWER GLUE
Agency: SERVICEPLAN
Date of First Appearance: Jan 31 2010 12:00AM
Entrant Company: MEDIAPLUS, Munich, GERMANY
Chief Creative Officer: Alexander Schill
Executive Creative Director: Matthias Harbeck
Creative Director/Copywriter: Oliver Palmer
Art Director: Therese Stüssel
Account Supervisor: Patrick Stehle
Graphic Design: Heiko Strubel
Managing Directors: Jochen Lenhard/Andreas Bahr
Producer: Aisha Blackwell
Director: Helmut Huber
Sound Design: Filippo "Naughty" Moscatello
Offline: Daniel Holl/Martin Bierbaum (Neverest)
Online: Alexandra Heidel (südlich-t)
Special Effects: Alexandra Heidel (südlich-t)
Sound: Stefan Wangorsch (Neue Westpark Studios)
Production Company: (Neverest)
Media placement: TV - Germany - 31/01/2010

Results and Effectiveness
Click-through rates from the website during the time the campaign was on air rose by 14%. In additon to that, numerous comments were posted on blogs as moderators of the sequence, interrupted by advertising, focussed on the ad.

Creative Execution

The 'stickiest’ UHU ad ever. We took over a complete commercial break. In the first UHU ad, a man hangs his coat on a hook that he stuck onto the wall just a second before. In the following three ads from other companies, the coat remains unmoved, in the centre of the picture. In the final UHU ad, a young woman hangs her bag on the hook. Payoff: Super-strong. And super-fast. UHU one-second adhesive.

Insights, Strategy & the Idea

To convey the product advantages “fast” and “strong” of UHU one-second adhesive in such a way that they would ‘stick’ in the target group’s minds. Basically everyone knows, and uses, UHU. Compared to our competitors, we are faster and stronger. That is where the idea comes from. It showed the product features both clear and unseen.