UHU – The Stickiest Ad in the WorldPosted: July 29, 2011 | |
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.
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.
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.
Advertising Agency: Serviceplan, Munich
Executive Creative Director: Matthias Harbeck
Chief Executive Creative Director: Alex Schill
Creative Directors: Matthias Harbeck, Oliver Palmer
Copywriter: Oliver Palmer
Art Director: Therese Stüssel
Production Company: Neverest, Munich
Film Director: Helmut Huber