Thinking different will always yield you unpredictable results. here is one such case study of
3M Security Glass Ad – break it and you can take the money!
What is a better way to promote the product than giving it for a public test. While screaming “our glass is unbreakable” doesn’t really sound convincing, put the glass in the bus stop and say – break it! Yes, come on , break it and you can take the money! $3 million in cash! Well, that is really convincing!
The true is, that there were actually only $500 put on the top of the fake bills, and people were only allowed to use their feet to break it. In case, someone actually break it – there was a guard to assure that nobody kept the fake money from the glass. He also had to make sure that the rules of breaking it were being followed.
This campaign gathered a lot of brand visibility and 3M could achieve what it really planned for…