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3M Post-it®: 3M Post-it : It- propose


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Campaign Background
3M’s Post-it is known to the public as a daily functional stationary item. And this is familiar enough to be commonly associated with office supplies such as Xerox and FedEx. However consumers consider Post-it as functional commodity not as brand, which results in tough competition with low priced me-too brands.
Main purpose of this campaign was to make consumers consider the product not just as a functional item, be a symbol of connecting people’s heart.

Campaign Idea
Have you ever seen a mosaic made of 3M Post-it? Consumers have already used 3M Post-it as a way to express their thoughts and feelings. INNORED was inspired by this idea that communicate with consumers through harmonized Post-it artwork can create a touching and exciting proposal of marriage.
INNORED planned a blockbuster proposal with 300 people of ‘Post-it Messengers’ and tens of thousands of Post-its on March 14th, romantic white-day surprising event in a glass high-rise building in Gangnam, Seoul. Heart-moving scenes of this video, lovers weep for joy and happiness. And through this campaign, Post-it became a brand that caught the customers emotionally, wiping away the awareness of Post-it as just ‘office supply’.

Results
This campaign video recorded over 500,000 view in a day and is rapidly shared via SNS. Most of people who click this campaign are touched that shows a woman’s reaction to a lovely proposal. And this video is well harmonized with the brand’s new slogan “Connecting the Heart” It has hit 20,000 likes, over 3,000 comments and 2,500 shares on Facebook in a day.
It is still spreading through news media, blogs, and online communities virally. The total view figure is over 1,500,000 on Facebook and 1,810,000 on YouTube, which means it has a high percentage of shares and total view has been over 3 million only in a week. Also it ranked recent interesting YouTube video top 10 Korea in a same period.
This evaluation shows the consumers’ positive reaction to the video clip which has been optimized for SNS and mobile devices.
Other credits

All INNORED Associates

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