This is a great ad to take note of because the aim is to shift people’s thinking to that of another. Everyone thinks of glue as something that sticks two broken pieces together which means its use is limited right. As a company their aim is to increase usage and as such sales will follow.
The Art of Glue
Pattex wanted to shift that perception and reinforce Pattex’s capability of sticking multiple surfaces together firmly. They create 3 installations made of scraps glued together and place them in high traffic areas – Faculty of Apllied arts, Azher Park and another populous Public Garden in Sayeda Zienab where they were admired by passersby. The event started on 02-10-2010 and continued for 3 days. Over 5200 people saw the installations, and a lot of questions were raised such as the price, places of distribution, ect… Consumers were shown first hand the effectiveness of Pattex Glue and its various uses.
It’s interesting to note as well the placement of this ad. In order for an ad to be effective and useful, it must be placed in the right location to reach the right audience who most naturally will convert into sales.
