Henkel: BACTERIA HAVE TO STAY OUTSIDE

Credits & Description:

Category: Best Use of Guerilla Marketing in a Promotional Campaign

Advertiser: HENKEL

Product/Service: MULTAN

Agency: DIEWILDEEHEDERWERBUNG

Date of First Appearance: Sep 30 2010

Entrant Company: DIEWILDEEHEDERWERBUNG, Düsseldorf, GERMANY

Entry URL: http://www.henkelmultan.com

Owner - Creation: Frank Dondit (diewildeehederwerbung)

Creation: Ulrike Ruland (Ulrike Ruland)

Owner - Consultant: Helen Dutzi (diewildeehederwerbung)

Media placement: Guerilla Promotion Campaign - Exhibition - 30 September 2010



Describe the objective of the promotion.

The international industrial company Henkel markets the innovative cutting fluids Multan for the metalworking industry. The special: the new chemical formulation is biologically substantial, so bacteria have no chance. This USP makes the difference.



The target group, the international decision maker of the metalworking industry, has met at the international industrial fair AMB in Stuttgart in September.



The client wanted to use this fair to publish the USP of Multan and to call the attention of the target group. Henkel decided against a classical booth, so it was a new challenge to reach the target group in a different way.



Describe how the promotion developed from concept to implementation.

The agency developed a guerilla campaign for the fair with the idea of communication “Bacteria have to stay outside” which focalized the attention on noticeable, fist-sized and pink coloured gummi-bacteria with suction cups.



Promoters in business wear were disguised as fair visitors and sent there with bacteria filled trollies. Suddenly and unexpected all glass surfaces of the fair were “infected” from the outside.



The bacteria had a label with the closure “I have to stay outside!“ and the link to the webside of Henkel www.HenkelMultan.com gave the target group the opportunity to get more information and to come in contact.



Explain why the method of promotion was most relevant to the product or service.

The use of the product, that bacteria have no chance with Multan and have to stay outside was underlined with the interactivity of the promoters who sticked the bacterias on the surfaces.



The customers had to “pick” the bacteria by theirselves and were involved into the campaign and the use of Multan directly.



Describe the success of the promotion with both client and consumer including some quantifiable results.

The campaign caught the attention oft he customers within seconds and cluster of people stayed to watch. Initial curiosity turned into excitement. The demand fort he funny cult object was magnificent. Not a single bacteria of 3000 was left. A high-quality contact to prospects was created for Henkel. The costs for the campaign are already paid with the help of current orders and the reached contacts have a sales potential of more than a half million euros. Because of this success Henkel is going to perform this campaign at international fairs worldwide.