Cannes Lions

DISTANCE

J. Walter Thompson Italia , Milan / JOHNSON & JOHNSON / 2015

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Overview

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Credits

Overview

Description

To launch the new positioning for Listerine and have consumers try the product, we created an interactive billboard with a double purpose: an installation capable of interacting with passer-byes and a free sample machine. Exploiting the studies on proxemics, using an interactive billboard, we demonstrated the existence of a physical distance - approximately 60 cm - where people cannot remain indifferent to each other. We called it, the Listerine Distance.

We asked people to overcome this distance, living the “magic” experience of coming close to other people.

The target, while directly experiencing the Listerine Distance, also receives a free product sample.

Execution

Exploiting the studies on proxemics, we demonstrated the existence of a physical distance within which you cannot feel indifferent towards other people. We called it, the Listerine Distance. We put an interactive billboard in two malls, we asked people to enter within this distance, living the “magic” experience of coming close to other people. The billboard resembles an ordinary poster, but when people approach the media, intrigued by the call-to-action, the actor, filmed by a camera, interacts with them. The closer they are, the greater the involvement they feel. Until they reach the 60 cm distance, where the passer-byes cannot resist smiling. That’s what happens within the Listerine distance. The billboard also works as a free sample machine: the target lives in first person what happens when they take courage and approach another person, linking this experience to Listerine, thanks to the Listerine free product sample they have just received.

Outcome

The installation was a complete success: 780 free sample delivered in only two days. The video of the installation was shown on news websites, shared on Youtube and social network, reaching 1.8 million contacts through earned media.

And most of all, we manage to change the the perception of the brand: thanks to the Listerine Distance, the product became a perfect tool to create and improve relationships in every day life.

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