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Marketer: Henkel Agency: DDB Brasil, Sao Paulo

On the Internet, a traditional product demonstration becomes a cool viral campaign

[Sao Paulo, Brazil] The Internet has transformed an old-fashioned product demonstration-hey, this glue really sticks!-into a viral campaign that has caught on in Brazil and around the world. In "Reality Advertising," the guys at DDB Brasil in Sao Paulo stuck a computer monitor weighing 24 pounds to a wall in the agency's creative department using client Henkel's Super Bonder instant glue.

To demonstrate in real time that a genuine, heavy computer screen continued to hang from the wall for a very long time, the agency created a Web site and invited people to e-mail their comments, which appear almost immediately on the monitor. The home page is a picture of the computer monitor with the latest comment, below a constantly updated message that last week read, "This monitor has been glued to the wall for 74 days, 18 hours, 41 minutes."

"We were inspired by reality shows," said Art Director Mauricio Mazzariol. "The Internet was perfect because it can be live and people can see the product really works. We could do it on TV, but the Internet is more wide-ranging and had more virality."

The agency creatives started e-mailing the link (http://infectous.plugin.com.br/reality/) to friends, and to their surprise within three days 5,000 people had visited the site, he said. Now, it gets close to 1 million hits a month, and up to 23 new messages an hour. One of the most common, Mr. Mazzariol said, is "fall, fall, fall." Others express feelings like "John loves Anna" or critique the agency creatives, who are seen moving around in front of the camera. There are also foreign-language messages "we have no idea about," he said.

The site won a cyber Grand Prix at the Cannes Lions International Advertising Festival in June, and there are no plans to shut it down, he said.

"It's forever and it's real," he said. "Unless we come up with another campaign, maybe next year."

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