In 2005, 3M ran a stunt in Vancouver, Canada to showcase the strength of its safety film glass product line Scotchshield. The company installed a bus stop advertisement casing fitted with glass treated with 3M safety film. Inside the case were stacks of banknote-looking bills giving the impression of three million Canadian dollars behind glass. Passersby were invited to attempt to break the glass. The implied reward was that whoever broke it could keep the cash.
Objectives
The main goal was to demonstrate the real strength of 3M safety film and how it prevents shattering. The campaign also aimed to create a bold and memorable brand moment, generate massive media coverage, and reinforce the credibility of 3M’s glass protection products for building and security use.
Execution Details
The stunt took place in Vancouver around 2005. The glass panel was treated with Scotchshield safety film and placed in a standard bus stop advertisement display. Members of the public were allowed to attempt to break it under strict conditions. Participants could only use their feet or fists. While the sign advertised three million dollars, fact checks later revealed that only about five hundred Canadian dollars of real cash was inside, with the rest being dummy bills. No one was able to break the glass during the event, which proved the product’s strength.
Results and Impact
The campaign generated massive, earned media coverage worldwide. The sight of “three million behind glass” immediately attracted passersby, journalists, and photographers, turning it into one of the most cited guerrilla marketing stunts in advertising history. For 3M, the campaign transformed a technical product feature into a vivid public experience, increasing awareness and credibility. It proved that experiential marketing could outperform traditional product claims in creating trust and memorability.
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Key Learnings for Brand Practitioners
A technical feature can become a brand story when turned into a public experience. Spectacle formats like public challenges create emotional engagement and lasting recall. By controlling testing conditions, brands can ensure safety while maintaining credibility. Earned media can multiply impact with very little spending. However, brands must remain transparent to avoid misleading claims. The campaign also showed how cultural and safety context should guide adaptation in other markets.
Challenges and Caveats
The “three million” figure was a symbolic nod to the company name rather than the real cash value. The rules limited how the challenge could be attempted, making it a controlled demonstration rather than an open test. Safety and liability concerns were significant because glass-related stunts can be risky. For long-term credibility, brands must pair such campaigns with data and real-world examples that support product performance.
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Adaptation Ideas for Bangladesh
A local brand could recreate such an idea in a high-traffic venue such as a shopping mall or corporate campus. A smaller version of the money-behind-glass setup can be used to demonstrate product strength under safe and defined rules. To modernize the approach, participants could register online or share the experience on social media for engagement tracking. Proper safety permits and supervision would be essential. The story could then be amplified through digital channels with the message “We invited hundreds to break our glass, but no one could.”
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