Sticky Love
3M Italy
Issue 40 | September 2016
Agency
A-Tono
Creative Team
Creative and Planning Director: Sergio Müller Art Director: Giulia Mandalà Art Director: Stefano Gianuario Copywriter: Roberto Ottolino
Production Team
Agency Producer: Maurizio Elli Producer: Giulia Germinasi Director: Luca Calu Montesano
Other Credits
Account Manager: Jacopo Taffuri
Date
February - July 2016
Background
Where would be without that genius invention, the humble sticky yellow post-it? The difficulty for 3M, inventors of the original, is that the product is now a commodity, with competing products flooding the market.
Even 3M’s bid to de-commoditise the product, by developing better versions, is coming a bit, er, unstuck.
Post-it® Super Sticky notes have a problem: their bond is stronger and they last longer than the classic Post-it® notes, but many people still don’t get the difference.
Idea
In Italy, Post-it® has a Facebook fanbase of 70,000, of whom 81% are women.
The campaign aimed to build on the fanbase by targeting it with relevant video contents that would encourage interactions and sharing.
Super Sticky’s product benefit is that it stands the test of time, so A-Tono recruited a woman about to embark on a long journey: motherhood.
Her task was to compile a monthly video journey of key moments of her pregnancy, showing how Super Sticky helped her in her daily life.
She started by posting a Super Sticky on to her small bump as a way of surprising her-then-unsuspecting husband, followed by the naming dilemma using blue notes for a boy, and pink for a girl.
Results
The activity generated a blizzard of stats: views of 1.1m; reach of 2.8m; over 7,000 interactions; and 6,000 likes.
Our Thoughts
Well, who knew there were so many ways to use a Super Sticky – or any other generic post-it, come to that --?
Very few of us, obviously, hence the campaign. At its core, it’s a very simple product usage demonstration, but at its heart it teases out a subtle parallel: a mother’s bond with her baby is so strong, and so is the product.
Pregnancy clearly requires formidable planning and organising skills, tasks for which the Super Sticky is a natural.
The video is charming, as is mum-to-be Laura, whose journey through pregnancy is bound to strike a chord with the female target market.