Seicoat sticks it to graffiti

Hot Tomali's campaign for the restoration company uses stickers to fool property owners into believing they've been tagged.

Restoration company Seicoat Canada is hitting the streets of Vancouver to spread the message about its new graffiti-eradicating weapon, using graffiti as their media strategy.
Seicoat launched the campaign created by Vancouver-based Hot Tomali this month, and it entailed tricking property owners with fake street art. Stickers placed on doors, buildings, trucks, street signage and store windows in targeted areas create the illusion that they’ve been afflicted by taggers. Upon closer examination, residents will realize they can easily remove the stickers themselves – a small “pull here” cap adorns their corners – discovering, on the reverse side, company branding and a call to action indicating that Seicoat can help remove real graffiti just as easily.
The process entails treating surfaces with a chemical featuring microscopic hairs that ensure paint does not adhere to the wall’s surface. “It’s not necessarily the most common product out there – graffiti isn’t a common challenge to people unless they own a commercial building or a residential property in a street-level urban area,” says Thomas Stringham, president/CD, Hot Tomali. So the strategy was to cost-effectively reach just that target, and prove the product’s efficacy. “We think it’s something that could become fairly commonplace if it’s just marketed correctly,” Stringham says.
The effort also includes guerrilla executions in high visibility areas throughout the city, which actually use real paint on large Seicoat-treated walls. Seicoat will show up to erase some of the graffiti, using something as simple as a paper towel to reveal their messaging. The stunts will be captured on video for Seicoat’s YouTube channel, Facebook, the company’s website and seeded to various blogs.