Execution

To demonstrate the strength of Aron Alpha Instant Glue we turned to a rather unique piece of ambient communication. An enlarged pack, seemingly supported heavy items out on the street, in a local cafe and in a fast food restaurant that people will frequent to watch football on TV. The ads made people literally look up and take notice of this small but powerful product, that everyone in Hong Kong knows and loves. Teenagers use the product to fix and build models, a popular pastime in this part of the world. They hang out in cheap, local cafes. We placed one of the ambient packs in a cafe near a school, while another was in a cafe next to a games centre. The third supported the hanging shop sign of a doctor. This was immediately opposite a polytechnic college. Everyone loved the idea. It was a novelty to see an ‘ad’ placed in such a fun and demonstrative way. Hong Kong is incredibly crowded and advertising is constantly fighting for one's attention, so much so that it is a real irritation. From our research, no-one found this communication irritating and therefore it had both cut-through and widespread appeal.