Cannes Lions

JOHNSON'S BABY OIL

UM, Manila / JOHNSON & JOHNSON / 2009

Awards:

1 Bronze Cannes Lions
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Overview

Entries

Credits

Overview

Execution

Even with such strong product awareness among Filipino women, we discovered that only 37% of Mums practiced infant massage. With this as our big opportunity we created a feature film around the story of an old bottle of Johnson’s Baby Oil that travelled across generations.

The film, “Botelya” (The Bottle) told the war-time story of a mother forced to give up her baby to save his life and her final act of love was touch therapy. As the movie unfolded and the bottle passed through many lives, touch therapy was woven in as a primary and timeless act of love from mother to child.

The story drew laughter and tears from Mums on the way to a happy ending. The movie became the centrepiece of a mobile “festival of love” event that toured communities engaging Mums with touch therapy demonstrations product samples, lectures, quizzes, even transport to attend the event.

Outcome

TNS study showed the campaign successfully communicated the importance of Touch Therapy (96%). Purchase intent (“definitely will buy”) reached almost 100% and actual pantry check recorded a high 58%.

In pre-campaign vs. post campaign results, frequency of daily multiple usages rocketed from 22% to 65%. Frequency of regular purchase shot from 82% to 97%. Usage occasions likewise increased from 17% to 40 for “massaging baby”; from 70% to 90% for “before bathing baby” and from 20% to 51% for “after baby’s bath.” Johnson’s Baby Oil’s market share increased from 86% to 93%, trial and conversion went up to 100%.

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