| Title | THE IMPOSSIPUZZLE POSTER |
| Brand | HMBR TOOLS & CHEMICALS |
| Product / Service | HBMR BICYCLE LOCKS |
| Category | A03. Ambient media: large scale |
| Entrant | GREY BANGLADESH Dhaka, BANGLADESH |
| Entrant Company | GREY BANGLADESH Dhaka, BANGLADESH |
| Advertising Agency | GREY BANGLADESH Dhaka, BANGLADESH |
| Name | Company | Position |
|---|---|---|
| Per Pedersen | Grey New York | Deputy Worldwide Chief Creative Officer |
| Syed Gousul Alam | Grey Advertising Bangladesh Ltd. | Chief Creative Officer |
| Constantine Chew | Grey Advertising Bangladesh Ltd. | Group Creative Director/Art Director |
| Nurur Rahman | Grey Advertising Bangladesh Ltd. | Creative Director |
| Akrum Hossain | Grey Advertising Bangladesh Ltd. | Associate Creative Director/Art Director |
| Jaiyyanul Huq | Grey Advertising Bangladesh Ltd. | Associate Creative Director |
| Shariful Islam | Grey Advertising Bangladesh Ltd. | Art Director |
| Sraboni Chowdhury | Grey Advertising Bangladesh Ltd. | Art Director |
| Anam Biswas | Grey Advertising Bangladesh Ltd. | Copywriter |
| Saniar Rahman | Grey Advertising Bangladesh Ltd. | Photographer |
| Salahuddin Shahed | Grey Advertising Bangladesh Ltd. | Head Of Account/Planning |
| Masud Parvez | Grey Advertising Bangladesh Ltd. | Account Director |
| Bitop Das Gupta | Grey Advertising Bangladesh Ltd. | Planning Manager |
| Ummiya Rahman | Grey Advertising Bangladesh Ltd. | Planner |
| Nurul Islam | Grey Advertising Bangladesh Ltd. | Graphic Designer |
| Mokaram Hossain | Grey Advertising Bangladesh Ltd. | Graphic Designer |
| Manami Sunjia Hossain | Grey Advertising Bangladesh Ltd. | Agency Producer |
| Hassan Mohibour Reza Rubel | Hexagon Communication Limited | Production Head |
| Mamun Sultan Noor | Photo Ghor | Photographer |
Bangladesh has a problem with bicycle theft. Cyclists do not have proper places to park their parks and makeshift locks are common that can be easily cut-off. Moreover cycles do not have registration number and tracking it down is nearly impossible! HMBR, a reputed hardware retail store, wanted to utilize this opportunity to introduce their combination lock especially made for cycles. So the strategy is to make people realize that HMBR, with its 100,000 combinations lock, makes cycle theft nearly impossible so that cycle owners can leave their cycle at the mercy of thieves
We thought of creating an active campaign to make people experience what we meant by impossipuzzle. So, we placed six large interactive light boxes at high traffic areas in Dhaka. The outdoor interactive installations had a puzzle of a bicycle image with the message ‘More than 99,999 combinations’. People, passing by the installations, saw it and got curious. Naturally they started to solve the puzzle. No matter how hard they tried, the puzzle remained unsolved. In this way we communicated the benefit of the lock that it’s impossible to steal a cycle locked with HMBR lock, just like the puzzle.
The objective of the campaign was to introduce the HMBR combination lock as the most reliable lock brand, generate word of mouth among the cyclist community, achieve top of mind among the lock brands and increase sales by 80%. The product was solid enough with its 100,000 combinations and we needed to transfer this confidence of product among the potential customers. So, the creative solution needed to portray the strength of the product i.e. it’s impossible to break the lock due to its 100,000 combinations. Hence the solution – impossipuzzle. The combinations create a puzzle that is impossible to crack.
The campaign met almost all the results desired. Almost 200 people tried to solve the puzzles, almost all the cyclists’ community now know about the brand and the sales was increased by 110%, more than the target we had