Super Bonder: Breaking News

Credits & Description:

Agency: Ogilvy Guatemala
Brand: Henkel
Country: Guatemala
Advertising Agency: Ogilvy Guatemala
Entrant Company: Ogilvy Guatemala
Media Agency: Ogilvy Guatemala
Pr Agency: Ogilvy Guatemala
Production Company: Mac Estudios, Guatemala City
Additional Company: Mac Estudios, Guatemala City
Art Director: Alfredo Artiga (Ogilvy & Mather Guatemala)
Planning Director: Maria Andrea Salvadó (Ogilvy & Mather Guatemala)
Director: Jesse Allan (Mac Estudios)
Creative Director: Juan Santamaría (Ogilvy & Mather Guatemala)
Production: Raul Pineda (Ogilvy & Mather Guatemala)
Production Director: Victor Pérez (Ogilvy & Mather Guatemala)
Creative Coordinator: Andrea Slowing (Ogilvy & Mather Guatemala)
Art Director: Fernando Mira (Ogilvy & Mather Guatemala)
Director: Guisela Mejía (Ogilvy Media)
Chief Creative Officer: Ramiro Eduardo (Ogilvy & Mather Guatemala)
Associate Creative Director: Ruben Leyton (Ogilvy & Mather Guatemala)
Strategy:
Prensa Libre is the leading newspaper in Guatemala among our target audience. Super Bonder´s sampling strategy was aimed at select segments within Prensa Libre´s subscriber base by delivering a sample our product and a means to put it to the test, directly to their front doors. Through broken ceramic figures, we invited people to try the product by gluing it back together.
Campaign Description:
Distributing newspapers by throwing them directly at people´s front doors is a common practice around the world and Guatemala is no exception. We attached different ceramic figures to the newspapers, together with a sample of Loctite Super Bonder. When the newspapers were delivered (thrown) to people´s homes, the ceramic figures immediately broke into pieces. Super Bonder was there to help people glue them back together. Through our sampling strategy, we turned the worst medium to deliver ceramic figures into the best medium to massively demonstrate Super Bonder´s gluing power.
Execution:
On Saturday 27th, we attached different ceramic figures to 1,500 newspapers that were handed out in Guatemala City, together with a sample of Super Bonder and delivered it to subscribers of Prensa Libre directly to their front doors.
Synopsis:
Human beings have long demonstrated their appreciation and fondness towards ceramic figures, despite them being so delicate and fragile. Loctite Super Bonder knows the great value of such pieces and wants them to remain with their owners forever, even after an unexpected accident.
Outcome:
Through our sampling strategy, we turned the worst medium to deliver ceramic figures into the best medium to massively demonstrate Super Bonder´s gluing power. Breaking News was one of the most commented and shared news among our target audience. By breaking ceramic figures, we also broke our internal record with an 11% increase in sales.