Innovating in a TV programme:In Brazil TV is the only media that can powerfully reach all people.We identified a programme with a prime audience rating , on the biggest Brazilian TV channel and presented by one of the most renowned and charismatic female Brazilian TV presenters. We created an exclusive game, especially designed for Johnson & Johnson.Every week selected participants took part of this game and competed for a house with a car in its garage.

Far above expectations:It was the very first time Ana Maria Braga received her TV viewers in a promotional game, which really touched her.The action made consumers more aware of J&J’s full line of products.More than 725,000 letters were received.The program for pregnant women added social responsibility to the brand.Increase from 22% to 37% of J&J’s spontaneous awareness in the hygiene and beauty market.