Henkel wanted to demonstrate that Pattex Clear Power Tape is an extremely strong and above all clear Power Tape that sticks to virtually any surface and resists even extreme pressure. The target groups were tradesmen and DIY enthusiasts of all ages.

To demonstrate the extreme strength and durability of the tape we used billboards throughout the country that looked like they were made of solid concrete. The posters were suspended using the clear Power Tape, which gave the impression that they were hovering midair.

With the world’s first hovering concrete poster an average number of 120,000 spectators during the one-week campaign were shown in a surprising and colourful manner that Pattex Clear Power Tape really does live up to its name. With over 10,000 requested samples it became the most successful direct campaign of the year. Pattex Clear Power Tape is one of the most successful products in the Henkel adhesive portfolio.