Uhu: WORLD'S STICKIEST AD

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.