Title | EXTRAORDINARY FEATS |
Brand | SELLEYS - A DIVISION OF THE ORICA GROUP OF COMPANIES |
Product / Service | SELLEYS SUPA GLUE |
Category | A02. Posters |
Entrant | McCANN ERICKSON SINGAPORE, SINGAPORE |
Entrant Company: | McCANN ERICKSON SINGAPORE, SINGAPORE |
Design/Advertising Agency: | McCANN ERICKSON SINGAPORE, SINGAPORE |
Credits |
Name | Company | Position |
---|---|---|
Farrokh Madon | McCann Erickson Singapore | Executive Creative Director |
Ang Sheng Jin | McCann Erickson Singapore | Senior Art Director/Illustrator |
Joseph Cheong | McCann Erickson Singapore | Senior Writer/Illustrator |
Jacqueline Wong | McCann Erickson Singapore | Production Manager |
Joyce Wong | McCann Erickson Singapore | Account Manager |
Beverly Goldman | Selleys | Marketing Manager/Asia |
Goh Wee Kim | Creative Director |
The market is saturated with a variety of adhesives, so the challenge for the Agency was to first make Selleys Supa Glue effectively stand out and two, convince potential buyers to choose Selleys over other brands.
Selleys Supa Glue is perhaps one of the strongest adhesives in the market. The Client wanted to highlight this unique selling point to consumers and increase brand recall.
From a distance, our prominent Selleys Supa Glue product shots increase top of mind awareness and serve as a reminder for buyers when they are about to purchase some adhesive. On closer inspection, these seemingly innocuous product shots are in fact stories of extraordinary feats. Within each poster, we see very clearly how everything sticks together better with Selleys Supa Glue.
Brand recall went up significantly. Out of 16 retail outlets surveyed (7 DIY stores, 3 mini-marts, 1 Hypermart, 5 convenience stores), 9 respondents saw an increase in sales for Selleys Supa Glue. (The product is sold across the country and actual/consolidated sales figures and/or statistics are unavailable at this point in time.)