Corning Gorilla Glass helps protect millions of the world’s coolest electronic devices from the scratches, drops, and bumps of everyday use. Yet, ingredient brands always have to fight for respect, so for Corning Gorilla Glass we brought in a heavyweight: Victor the urban gorilla.Our integrated campaign follows Victor’s adventures as he wows clients with his presentations, channel surfs in his modernista home and prepares a gourmet dessert in his sleek modern kitchen. In the process, he embodies the unlikely and memorable combination of attributes—toughness and sophistication—to build the Corning Gorilla Glass brand.In TV spots, Victor looks and acts very much like a real gorilla, but with a taste for the finer things. In print and OOH, he shows his taste through simple headlines and clean, elegant design. In digital media, he demonstrates the same love for games and gadgets as our digitally sophisticated target audience.

The Gorilla Glass campaign launched in late 2010 with a new CorningGorillaGlass.com website, the first “Kissing Gorilla” consumer and trade print ads, and online video banners on both consumer and trade websites.

Victor dominated the January 2011 Consumer Electronics Show in Las Vegas with OOH airport saturation and both digital and traditional OOH around the city and throughout the convention site. The convention events were supported by a lively promotional push in print, through events and PR.

TV spots featuring Victor the Urban Gorilla aired on select channels nationally and in local markets during the Super Bowl. Since then, the campaign has continued to build and expand from consumer to trade audiences, into mobile advertising, interactive online games, and more.

The Corning Gorilla Glass campaign has successfully created a strong brand amongst consumers and trade audiences, while simultaneously redefining the category. In its first month, the CorningGorillaGlass.com website welcomed 94,000 visitors. Online and mobile banners have been delivering click-through rates at double the industry average, and rich media banners are delivering interaction rates 50% above industry average. The New York Times called Gorilla Glass “the smartphone’s unsung hero” (12/2010), and BrandChannel lauded the campaign launch at CES (1/2011).

From the client’s perspective, the campaign has already shown promising results in promoting Corning’s fastest-growing product, and the momentum is continuing to build.