| Cannes Lions 2010 | ||
|---|---|---|
| Media | - | Bronze |
| The Mobius Advertising Awards 2010 | ||
| Best Of Show | - | Winner |
| Television | Home Care & Maintenance Products: Building Materials | Mobius |
Type of entry: Use of Media
Category: Best Use of Television
Advertiser: UHU UHU
Product/Service: POWER GLUE
Agency: 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)
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 and 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.