Cannes Lions

ACUVUE CONTACT LENSES

UNIVERSAL McCANN, New York / JOHNSON & JOHNSON / 2005

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Overview

Entries

Credits

Overview

Execution

We utilised the creative expertise of MTV in making things fun and relevant to teens. We developed customised VMA's-centric TV spot inviting teens to tune in to the award show and download free trial certificates for Acuvue contact lenses. Combined with an inexpensive, highly effective Instant Messenger Robot Host (IM-BOT) providing creative and functional answers to the teen’s questions about ACUVUE in a fun, engaging, and interactive manner.

Outcome

At one tenth the investment of most video music sponsorships, and tapping into the DNA of MTV, ACUVUE broke through the clutter in a highly visible space and drove significant trial. In a three week period a record number of click throughs and database captures were obtained, far exceeding client expectations.

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