EXTRAORDINARY FEATS

Credits & Description:

Category: Posters
Advertiser: SELLEYS (ORICA GROUP)
Product/Service: SELLEYS SUPA GLUE
Agency: McCANN ERICKSON SINGAPORE
Date of First Appearance: Jul 10 2009 12:00AM
Entrant Company: McCANN ERICKSON SINGAPORE, SINGAPORE
Executive Creative Director: Farrokh Madon (McCann Erickson Singapore)
Creative Director: Goh Wee Kim (McCann Erickson Singapore)
Art Director: Ang Sheng Jin (McCann Erickson Singapore)
Illustrator: Ang Sheng Jin (McCann Erickson Singapore)
Copywriter: Joseph Cheong (McCann Erickson Singapore)
Illustrator: Joseph Cheong (McCann Erickson Singapore)
Producer: Jacqueline Wong (McCann Erickson Singapore)
Account Manager: Joyce Wong (McCann Erickson Singapore)
Media placement: Posters (Dad, Sculptor & Acrobat) - DIY Stores, Stationery Retail Stores - 10 July - 7 August 2009
Media placement: Posters (Dad, Sculptor & Acrobat) - Supermarkets, Departmental Stores - 10 July - 24 July 2009

Describe the challenges and key objectives
The market is saturated with options, so our challenge was to first make Selleys stand out and two, convince buyers to pick Selleys over other brands.

Describe the brief from the client

Selleys Supa Glue is perhaps one of the strongest adhesives in the market and the client wants to highlight this unique selling point to consumers.

Describe how you arrived at the final design
To overcome our challenges, we not only had to find a way to make the product visible to potential buyers, we also had to highlight the strength of Selleys within this piece of communication. Our final design meets these 2 objectives. From far, a prominent Selleys Supa Glue product shot increases top of mind awareness. On closer inspection, this seemingly innocuous product shot shows how objects are stuck together effortlessly thus demonstrating the incredible bonding prowess of Selleys Supa Glue.

Give some indication of how successful the outcome was in the market
The posters were put up in supermarkets, DIY outlets, stationery retail stores and major department stores. Out of 22 retail outlets surveyed (10 DIY stores, 7 stationery stores, 4 supermarkets and 1 departmental store), 15 respondents saw an increase in sales for Selleys Supa Glue.