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Playing to Where the Puck is Going to Be – Staying Ahead of Changing Consumers

Playing to Where the Puck is Going to Be – Staying Ahead of Changing Consumers

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Krazy Glue utilized extreme situations to showcase strangth and speed

Getting Millions To Ask "Is It Real?"

Krazy Glue

When Krazy Glue launched in the early '70s, it was a gluing miracle. It could actually lift a construction worker off the ground by his hardhat. That iconic demonstration showed what Krazy Glue was all about: Krazy strong and fast. Today, the category is jammed with me-too brands. So we rise above it all by staying true to our “Krazy” brand while engaging a generation that’s got a pretty high bar to be impressed.

Bungee

Television

You’ve probably seen the Krazy Glue TV spot, where the guy bungee jumps off the bridge connected by six drops of glue.

Yeah, it’s real.

And it became the platform for a digital engagement strategy that gave huge legs to our broadcast buy.

Window Washer

Television

Our second act was to show that it’s not only Krazy fast and strong, but long lasting too.

Long enough for a window washer to hang around while he cleans a building. Real again, only this time we only used four drops.

The Proof

Web Video

Here's one of the online videos we created to prove that the Krazy demonstration was real.
  • Multiple Facebook tabs allowed us to continue engaging with consumers.
  • Multiple Facebook tabs allowed us to continue engaging with consumers.

Facebook: Creating Engaged Brand Believers

Social Media

Our spots clearly invite skepticism. Well, we answered those skeptics on Facebook.

Most people watch our proof videos and believe the truth. Some don’t.

But that’s ok, because they’re talking about the brand.

 

  • Celebrity mentions gave us an opportunity to engage
  • Celebrity mentions gave us an opportunity to engage
  • Celebrity mentions gave us an opportunity to engage

Twitter: The Power of Listening

Social Media

Celebs like Chad Johnson and Slash mentioned Krazy Glue on their Twitter feeds.

So we responded instantly with targeted mailings and themed samples.

They loved it and publicly responded with positive responses.

TV commercials were complemented with rich media banners and pre-roll ad units on Hulu.

Rich Media: Layering Impressions

Web

We layer rich media pre-roll placements on our national buy to dramatically broaden our limited reach.

This unified campaign demonstrates the power of provocative creative to generate online involvement and conversation, paying off where it counts: at retail.

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