Cannes Lions

ACUVUE 2 COLOURS LENSES

BRANDCONNECTION, Hilversum / JOHNSON & JOHNSON / 2004

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Overview

Entries

Credits

OVERVIEW

Execution

All media activity linked to MTV I-zone: micro-site where consumer could choose the colour of the MTV VJ’s eyes. TV: next to sponsorship also a national spot campaign was aired. Sponsorship consisted of promo’s, billboards and ‘power of your eyes’ item in daily programme MTV Life.

Internet: banners, buttons, personalised emails sent to all 110,000 ID members with special sample package offer. SMS: special location function: sending address of nearest Acuvue dealer.

Outcome

Results (pre- and post campaign test by Millward Brown): Concept awareness 6% to 35% (index 583). Spontaneous awareness: index 433.Statement 'provides more stopping power’, index 194. Reliability: index 162. Strategy won international Johnson & Johnson price 2003 Standards of Leadership Award, category Innovation for stepping into young adult media world and translating product benefit FUN successfully in relevant media strategy.

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