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. To demonstrate the extreme strength and durability of the tape they 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. Those interested were able to ask for further information about the product by using the Bluetooth facility on their mobile phones. They were also able to order a free sample of the product having first answered the question ‘How much weight can their Clear Power Tape withstand?’. With the world’s first floating 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 media campaign of the year. Pattex Clear Power Tape is one of the most successful products in the Henkel adhesive portfolio.

It is important to note here that the campaign did not contain itself to a single medium, mobile or physical. It used a combination of each approach, in order to utilise the best of both worlds and achieve maximum results.

The key ingredients used for this spicy recipe included:

The physical artifact hanging mid-air was a mix of a traditional marketing approach, with a fresh take on things. The campaign designer took the poster from the poster board, where it would have traditionally appeared and put it mid-air, somewhere consumers would least expect to see it, immediately grabbing their attention.

Because just grabbing attention is not enough however, the campaign designer wisely chose to add interactivity. This way people that really found the campaign interesting, or were interested in the product could find out more about it. (I know it's just tape, but, hey, if I witnessed the campaign I know I would have been curious to find out more about how they've done it, and what exactly it is -- regardless of the nature of my work).

A big congratulations then from me, to everyone involved in this campaign. Looking forward to seeing more interesting stuff from them..