Adhesive specialist unveils major outdoor digital advertising campaign to increase brand awareness and visibility in China
Bostik, a leading global adhesive specialist for construction, consumer and industrial markets, has unveiled its latest eye-catching promotional campaign – Digital advertising on the façade of the Citibank Tower on the Bund in Shanghai. The program will run until January 2017 and is expected to significantly increase awareness and recognition of the Bostik brand in China.
Bostik advertising will appear on a digital billboard which boasts a 6,030 square meter patented LED screen. The advertising will be displayed approximately 8,000 times and will generate over 60 hours of audience visibility over the next six months. The campaign period covers most of the most important public holidays and occasions in China including the summer holiday period, Mid-Autumn Festival, National Day holiday, Shanghai Masters Tennis and the 2017 New Year celebrations.
The marketing program is the latest in a series of campaigns which has been designed to boost awareness of the Bostik brand worldwide. In Europe, the firm recently announced its sponsorship of the Tour de France cycling event and last year partnered with Transavia Airlines on a Bostik-branded Boeing 737-800 which promoted the brand across 20 countries. In North America, in a marketing program aimed at promoting Bostik’s capabilities to the architect and design community, Bostik sponsored the successful Design ‘N Gather mosaic mural art competition which was heavily promoted at industry events including HD Expo and the American Institute of Architects (AIA) Show.
Announcing the campaign, Bernard Pinatel, Executive Vice President of the High Performance Materials segment of Arkema and Chairman & CEO of Bostik, said, “We are proud to unveil this latest promotional activity which represents our first high profile advertising campaign in Asia. He continued, “The globalization of the Bostik brand is a key element of our growth strategy and I am confident that it will play a significant role in growing awareness of our brand and capabilities throughout China.”
The commencement of the advertising program concluded a series of activities held on 8 July which included the launch of Bostik’s latest innovation for the construction market, Bostik Seal N Flex 630. The product is a low modulus and highly elastic two component sealant designed primarily for sealing applications in the industrialized building sector. Its main uses include joint bonding and sealing of precast concrete slabs, reinforced concrete slabs, metal curtain walls, street structures, cement slabs and window frame connections. Events held on the day included a media conference, gala dinner and official launch party.
About Bostik, an Arkema company
Bostik is a leading global adhesive specialist in construction, consumer and industrial markets. For more than a century, it has been developing innovative adhesive solutions that are smarter and more adaptive to the forces that shape daily lives. From cradle to grave, from home to office, Bostik’s smart adhesives can be found everywhere. With annual sales of €1.6 billion, the company employs 4,800 people and has a presence in more than 50 countries. For the latest information, visit www.bostik.com.
About Arkema
A designer of materials and innovative solutions, Arkema shapes materials and creates new uses that accelerate customer performance. Our balanced business portfolio spans high-performance materials, industrial specialties and coating solutions. Our globally recognized brands are ranked among the leaders in the markets we serve. Reporting annual sales of €7.7 billion in 2015, we employ approximately 19,000 people worldwide and operate in close to 50 countries. We are committed to active engagement with all our stakeholders. Our research centers in North America, France and Asia concentrate on advances in bio-based products, new energies, water management, electronic solutions, lightweight materials and design, home efficiency and insulation. For the latest, visit www.arkema.com.