Why is this work relevant for Brand Experience & Activation?

An instant glue Aron Alpha is mainly used to fix broken objects. However, some consumers wondered what the product should actually be used for, and thought that it would be difficult to use. To promote understanding and sales of the product, we made a commercial that communicates the specific uses and the convenience of the product that bonds materials in just 5 seconds.

Background

An instant glue Aron Alpha bonds materials in just 5 seconds. Our target is “anyone who has ever broken something.” Using TV commercials that can reach a large number of people regardless of generation, we intentionally remained duration of the commercial to express that Aron Alpha only needs 5 seconds to bond materials.

Describe the creative idea (20% of vote)

We emphasized the product’s ability that even a short 15 seconds commercial is too long for Aron Alpha. In the extra time, we showed some images that had nothing to do with the product, such as a handsome man playing nose flute and a mosaic art of the company president, to give off more of the feelings that we have leftover time. Moreover, we set “something’s sticking” as a hidden theme of the unrelated images, to encourage people to post their findings on SNS. As a result, the number of commercial-related posts on SNS increased by 176-fold after the broadcast.

Describe the strategy (20% of vote)

Our target is “anyone who has ever broken something.” In Japan, there is a culture called “mottainai,” which values to fix broken things and reuse without throwing them away, but in recent years, there are some opinions that it seems difficult to fix things with adhesives. In response to this, we aired a TV commercial that says, “it only takes 5 seconds to fix, so there’s some extra time.” We succeeded in appealing the convenience to all targets.

Describe the execution (30% of vote)

At the end of the year, when people’s demand for repairing things rises, we aired a commercial that has some leftover time. The commercial was also designed to make audience want to comment on SNS, by integrating unrelated images, such as a handsome guy playing nose flute having a grain of rice on his cheek, in the extra time. At the same time, we also conducted a campaign that called for people to eat delicious food in the extra time, to encourage people to pick up the product in stores. We had 102 media exposure. The number of related posts of twitter skyrocketed on the first day of broadcasting, reaching over 8,000 in 10 days. Many people commented, “the commercial clearly shows the performance of Aron Alpha,” and “the Aron Alpha commercial is easy to understand and funny.”

List the results (30% of vote)

In Japan, there is a culture called “mottainai,” which values to fix broken things and reuse without throwing them away. An instant glue Aron Alpha is mainly used to fix broken objects. However, some consumers wondered what the product should actually be used for, and thought that it would be difficult to use. To promote understanding and sales of the product, we made a commercial that communicates the specific uses and the convenience of the product that bonds materials in just 5 seconds.