Client: Post-it (3M)
Name of campaign: 'Unforgettable Post-it Propose'
Campaign scope: Online video
Details: An army of 300 people armed with tens of thousands of Post-it-brand sticky notes helped a young man propose to his love through the medium of a three-story, office-building mosaic. The event took place in Seoul's Gangnam district on 14 March, Korea's 'White day' (akin to Valentine's Day).
Press release quote: "Consumers consider Post-it as functional commodity, not as a 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 Asia Pacific's comments: The agency tallies video views at over 3.4 million since the clips were posted on YouTube and Facebook on 19 April. The video also recorded 500,000 views and 20,000 Facebook likes in a single day.
Whether the video really helped Post-it become "a brand that caught the customers emotionally, wiping away the awareness of Post-it as just ‘office supply’" (as the agency states), remains to be seen. A cynical old editor finds it hard to be moved by such a staged event, and is tempted to condemn the waste of paper—hope those notes got used for something else! But the video clearly touched a lot of people. So if 3M was paying to be associated with something fun and emotional among a young crowd, then mission accomplished.
The agency prefers to credit "All Innored" rather than individuals.