“Powertape can” - A campaign to promote Power-tape's infinite usages and to get people to rethink the adhesive tape as being more than just a strong duct-tape.Starting with the idea that traditional media could not illustrate our message: “6 billion people 6 billion usages” we decided to create a website featuring 20 viral films that each showed a creative interpretation of what the product can be used for. In addition to that we created a contest in which we regrouped all of the videos and asked the users to come up with their own ideas of what they would do with the tape. The most creative ideas would then be shot and put on the website along the other videos. Video banners showed parts of the videos and ended with the mention “Write your own” on Powertape-can.It's still early to measure the final results, as the campaign is evolving, but for the first month of the campaign the videos have been seen more than 1.5 million times in France. The videos have also been mentioned in over 1000 blogs and counting.

We worked with 4 directors from across the globe to give the videos very different styles, ranging from jackass type stunts, to Zombie movies, even fake movie trailers. On the website, the users were asked to come up with their own usages and to contribute to the existing movies. Each movie ends with the tag: “Powertape can” and redirects to the video platform. The videos were published on numerous blogs and community platforms.

It's still early to measure the final results, as the campaign is evolving, but for the first month of the campaign the videos were seen more than 1.5 million times in France, the website registered more than 350 thousand page views with more than 150 thousand visits. The videos were so far mentioned in over 1,000 blogs and counting.