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When every second counts.

Awareness campaign for Bolton Adhesives

How a super glue holds the family peace together.

Objective & goal

“Believe it or not: Super glues play an increasingly important role in the everyday family life. If you knew what people used glue for… well, at least they use UHU.”

Insights

When their favorite toy breaks, kids break out in tears. This is stressful for the parents, as well. The sooner the problem is solved, the faster everyone is happy again. UHU Super Glue is the solution that repairs family peace within seconds.

The idea

Inspired by one of the most thrilling scenes from the Hollywood classic “Jurassic Park”, we exaggerate a boy’s cry for help to highlight the urgency of a quick solution.

The implementation

We hit the nerve of our target group: parents. Because all parents know exactly how nerve-wracking a crying child can be. We use this insight in a charming way for the campaign spot. The protagonists: A broken toy, a crying child who sounds like a roaring dinosaur, and a mother who solves the problem within seconds. The surprising twist of the story hits the spot with our target group and communicates our message effectively.

The crying boy with the broken toy in his hand is our key visual for all other campaign assets, especially for POS communication in hardware stores. Why there? Because in hardware stores, the key visual and the product benefit grab the attention of our target groups (parents & adults who are in problem-solving mode) within just a few seconds. You know what else works within seconds? UHU Super Glue.

Media

  • TV
  • PRINT
  • POS MATERIALS
  • SALES MATERIALS

The crying boy with the broken toy in his hand is our key visual for all other campaign assets, especially for POS communication in hardware stores. Why there? Because in hardware stores, the key visual and the product benefit grab the attention of our target groups (parents & adults who are in problem-solving mode) within just a few seconds. You know what else works within seconds? UHU Super Glue.

Interested?

Bold ideas are like bold people: they remain engraved in people’s minds. Are you bold enough for bold ideas?

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