STEEL SPAN WIRE

TitleSTEEL SPAN WIRE
BrandALTECO
Product / ServiceSUPER GLUE
CategoryA05. Best Use of Ambient Media: Large
EntrantDDB CHINA GROUP Shanghai, CHINA
Entrant Company:DDB CHINA GROUP Shanghai, CHINA
Advertising Agency:DDB CHINA GROUP Shanghai, CHINA
Media Agency:HAIRUN MEDIA Shanghai, CHINA

Credits

Credits

Name Company Position
Michael Dee DDB China Group Chief Creative Officer
Jody Xiong DDB China Group Creative Director
Jody Xiong/Jacky Xiao DDB China Group Art Director
Jason Jin DDB China Group Copywriter

Results and Effectiveness

The design on 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 has risen to 96%.

Creative Execution

The stayed-cable bridge has a daily traffic of 155,000 cars. Our target is to use this heavy loaded but super stable bridge surface as the special communication channel to promote the product. A 2.6 meters long gigantic Alteco super glue model was designed and stuck to the connection of stayed-cable and the bridge surface, which has shown the product’s unique selling point of super glueness in a simple yet impactful way.

Insights, Strategy and the Idea

Super Glueness is the most outstanding benefit that ALTECO brand product has. The company wanted to communicate with consumers on this message. And mostly, they wanted to achieve the max promo result with such a limited budget.