Piyush Pandey
Global Chief Creative Officer at Ogilvy
Goregaon (East), India
TitoloSticky Banner
Agenzia
Campagna Sticky Banner
Cliente Pidilite Industries Limited
Marca Fevicol
Data di Prima Diffusione/Publicazione 2018 / 2
Settore Pitture, pennelli, prodotti per la cura del legno, adesivi
Slogan The ultimate adhesive
Trama Our objective was to establish Fevicol as the ultimate adhesive. No one pays attention to web banners anymore. So we decided to make a banner that would genuinely stick. And not just figuratively. The sticky banner appears to show up in YouTube pre-roll ads of other brands. And the adhesive power of the banner is so strong, that even the characters in the ads can’t escape it. We created this effect by making videos that closely mimicked the ads viewers were used to watching every day, and deploying them as seemingly-ordinary pre-roll ads.
Filosofia No one pays attention to banners anymore. So we decided to make a banner that would genuinely stick. And not just figuratively. The sticky banner appears to show up in YouTube pre-roll ads of other brands. And the adhesive power of the banner is so strong, that even the characters in the ads can’t escape it. We created this effect by making videos that closely mimicked the pre-roll ads viewers were used to watching every day, and deploying them as pre-roll ads. By sticking to category codes, we heightened the element of surprise.
Problema Fevicol is India's oldest and most trusted adhesive brand. However, with new entrants pouring into the market, brand recall among the next generation of young consumers has been on the decline. Our objective was to make ‘Fevicol’ synonymous with adhesives, once again.
Risultato 13 million+ views, 35,000+ Facebook likes, and a whole lot of brand love.
Tipo di Media Pre-Roll
Lunghezza
Chief Creative Officer
Chief Creative Officer
Chief Creative Officer
Chief Creative Officer
Creative Director
Copywriter
Art Director
Director
Casa di Produzione

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