Awareness-Campaign - UHU

Overview 🔎

This is an awareness campaign - as part of a case study - that was in its main concept independently delivered and published by the Agency "Sommer+Sommer".

Problem 🤝

Make UHU superglue a „fast-moving consumer good“ an important item in life (again).

Consumer Insight Why fix it, if I can buy it?

The outstanding availability of UHU superglue in stores is not fixing the problem – it's causing it. Not having the superglue at home is wasting valuable time while you forget about the broken piece you wanted to fix in the first place.

Goals/Requirements: • Create a desire & awareness for the product • Research customer behavior • Create a 360 Campaign (TV, Print, PR, Out-of-Home, Social Media)

Process 🛣

An high-intensity research has shown different insights

We all have this one drawer with scissors, batteries, and office clippers -> That's where the perfect place for UHU-Superglue is

We love to help others, fix problems, be the hero, and provide safety for our loved ones -> When precious things break we want help fast.

Strategy 🎁

Wrap up your project by highlighting your successes. If you’re able, highlight key metrics that were improved with the help of your project.

One of the strongest basic instincts is „protection“. We are afraid of losing things we love. This fear is the main element of the campaign – activating this fear with emotional print and TV commercials.

The online campaign includes shipping emergency superglue boxes to fight the previously activated fear of losing something. 

UHU as an emergency support center levels up the customer care hotline and reaches out to people in serious need – „HOW TO FIX IT?“ Call center, app, and homepage are an all-in-one shelter for those in need. A UHU emergency drone spot gains interest for the new fixing support center.

Margit Kling Brand-Planning Professor

Position UHU Superclue as universal glue

Create an emotional positioning at the market

Create desire for the need of one super-glue bottle at home

Problem solver of the home

Have little time as possible in their stressful lives

Awareness of the problem

Ask themself "what could break next - would could be fixed next"

Create a shock moment

Takeaways 📣

This concept was originally a university case-study.

It was part of my bachelor's degree in brand planning and marketing communications in 2014.

The concept was (independently) developed and used by the agency Sommer+Sommer 4 years later in 2014.

See the original campaign here:

Always share your ideas with the world

Be bold be brave and trust yourself

Be proud when your ideas are seen as valuable

Sometimes you are simply your time ahead ;)