Hanging Test Dummy

Background

Part of the wider ‘Hanging Man’ campaign, the aim of this viral action was to reinforce the benefits of Henkel’s new formula Super Bonder glue, which bears more weight (1.4 tons) and is more impact-resistant than previous formulae.

Idea

To dramatise the resistant properties of the new formula glue, DDB Brasil decided to enable consumers to experience the power of the glue in action. The game ‘Dummy’is a live resistance test, broadcast 24 hours a day. Combining the features of TV game shows and reality shows, each user taking part in the action throws a (real) ball at a (real) test dummy, glued to the ceiling with five drops of Super Bonder’s instant glue. This allows consumers to have a real experience, in real time, in the real world, of the real sticking power of the product.

The challenge is to knock down the 45kg dummy using a tennis ball fired by a moving cannon. When users register at www.hangingtestdummy.com, submitting their data, they receive in return an electronic signal to fire the cannon. Not every shot – fired at 26km/hour, implying a 2.8kg impact – hits the target. To knock the dummy down, a one ton impact is required - meaning 500 correct shots. The game will end - and consequently disappear from the web - when the dummy falls down.

The game is part of the ‘Hanging Man’ campaign, which also includes TV, radio, magazine, web and btl actions. DDB Brasil also created a live test broadcast to 60 million Brazilians watching the reality show Big Brother finals in March. The four players had to toss a ball into a basket while suspended from the ceiling by their feet. The test was on air the very same day that Henkel presented the new Super Bonder formula to its team.

Results

The viral action has travelled to 109 different countries, reaching more than 99,000 users in less than one month and close to 200,000 visits in three months.

Target Audience

Men and women, 18+