Campaign launches for the world’s first mouldable glue Sugru
Sugru, a brand lauded as the world’s first mouldable glue, has launched its first campaign showing people how they can become ‘Domestic Ninjas’ when it comes to home improvements.
Developed by content agency Nonsense, a series of three videos have been produced each focusing on an everyday domestic challenges such as clutter and spills which can be solved with Sugru.
“Sugru was invented to get people fixing and making things again. We wanted this campaign to try and capture the massive sense of achievement people feel when they fix or improve something around the home - however small or mundane,” explained Sugru’s head of marketing, Laure de Brauer.
“We know there are millions of passionate people around the world getting a real kick from creatively solving everyday problems and the Domestic Ninja campaign is a light hearted way of promoting that sense of empowerment.”
The adverts will be shared and promoted across Youtube and Facebook throughout May to drive customers to the Sugru website for more ideas on how the mouldable glue can be used.
Content will also be reproduced for mobile and supported by photography and animated gifs as part of a wider digital campaign.
Jo Birch, Planner at Nonsense, added: “The strategy was inspired by the rising number of people proactively customising their products and their homes for a more personalised experience. We wanted to feature the amazing ‘Domestic Ninjas’ who are constantly inventing new ways to use Sugru and already using it to improve their homes.”
The campaign will be supported with a social media campaign to find the top 100
#DomesticNinja tips and a seeding campaign to bloggers and relevant influencers managed by the team at Sugru.