Super Glueness is the most outstanding benefit that ALTECO brand product has. The company wanted to communicate this message to consumers on this message. And mostly, they wanted to achieve the max promo result with a limited budget. Agency: DDB China Group Shanghai chose the stayed cable bridge in China that caters to 155,000 cars and targeted super stable bridge surface as the special communication channel to promote the product. A 28 meters long gigantic Alteco Super glue model was desined and stuck to the connection of stayed cable and the bridge surface, which has shown the product’s unique selling point of the super glueness in a simple yet impactful manner.
The campaign was a huge success, as the design of the bridge had drawn attention from different media, including newspaper, magazines, websites etc. to report on this unusual phenomenon, once the product was launched- in the first month the sales result exceeded the expected target by 120%. At the same time, the brand recall and awareness rose to 96%.
Agency- DDB China Group Shanghai
Creatives- Michael Dee, Executive Creative Director;
Jody Xiong, Creative Director;
Jacky Xiao, Art Director.