EXTRAORDINARY FEATS

TitleEXTRAORDINARY FEATS
BrandSELLEYS - A DIVISION OF THE ORICA GROUP OF COMPANIES
Product / ServiceSELLEYS SUPA GLUE
CategoryA02. Posters
EntrantMcCANN ERICKSON SINGAPORE, SINGAPORE
Entrant Company:McCANN ERICKSON SINGAPORE, SINGAPORE
Design/Advertising Agency:McCANN ERICKSON SINGAPORE, SINGAPORE

Credits

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

Brief Explanation

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.

The Brief

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.

How the final design was conceived

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.

Indication of how successful the outcome was in the market

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.)