An average of 200,000 Thai population moved out from their parent’s house - annually. Due to their inexperience and sheer task of moving into a new home, such as fixing or building furniture, they are overwhelmed by the new world of house utility supplies. Packages are inseparable and utility stores could be puzzling and boring.

Even something as simple as a glue could be difficult: lookalike packaging, dense technical data, and the unable to distinguish which brand is effective due to the inability for product trial in-store. Consumers ended up with ineffective glues, having to waste their time and money returning at the store.

The creative idea was based on replacing the usual symbolic of adhesivity; instead of using technical language and data, or a boring and repetitive heavy material demonstration we commonly see in house utility stores to highlight the benefit of the glue.

We created an unexpected but stunt that is relatable and familiar with consumer’s feeling – the Pit Bull. The gimmick is to trigger in-store consumer’s curiosity with the question – what is the Pit Bull hold up to for it to not run around the store? The answer is the Pit Bull is chained with the metal chain; the same type presented on the packaging. The Pit Bull’s power holding up against the Glued pin installation conveys the strength of the adhesivity – the ‘Super Power Glue’ can withstand any type of unexpected force.

The ‘The Stunt of Strength’ disrupted the market; away from the inseparable packaging and displays, and the puzzling technical data; the norm of house utility supplies. We want to be differentiated by talking in the language consumer can easily digest - a visualize language to relay our product benefit instead of the usual salesperson. The target audience, the inexperienced new movers, gained awareness and understand what qualitied glue should be like, resulting in a cued retrieval to pick the product as the right glue for strength.

Sticko, company specialized in utility supplies, aims to stick up for new movers to take the right foot into their new world - by communicating in a visualizing language, as a Live event, and provide the right effective benefit with the ‘Super Power Glue,’ as the next tier of extra strength.

The ‘Live Event’ was installed in targeted utility stores, which can also be viewed virtually. We interrupted the normalcy of the category with a stunt installation display by chaining a Pitt Bull to the Glued pin that holds pressure up to 122kg. No matter how powerful the dog’s movement is, they cannot break the glue’s adhesivity. This is a powerful and simple visual to help consumers understand what quality super glue can do and establish “Super Power Glue” as the true experts in adhesive strength.

The Live Event was successful, winning attention of instore customers and a significant reach to Sticko’s website – contribution from curiosity drive by third party website banners, in parallel with a high media impression from organic engagement across social media platforms. Those who attended the event had immediate interest – with up to 370% request for further information and 15% increase in instore purchase. The ‘Super Power Glue’ became the top-of-mind choice and consumers have perfect recall of the product benefit and message post event.