Cannes Lions

SKINCARE PRODUCT

UM MALAYSIA, Petaling Jaya / JOHNSON & JOHNSON / 2010

Presentation Image

Overview

Entries

Credits

Overview

Execution

We inserted these mobile screen-wipers into leading teen beauty magazines. These screen wipers were shaped to look like the sponge icon (similar to the advertisements, representing the new formula that works like thousands of tiny sponges which absorbed oil and dirt). We also included information to showcase the product benefits, a fun personality test which teens enjoy doing and a cut-out timetable which they could fill-up their daily schedule with. All these were printed on a hard-card which protruded out of the magazine so that we stood out from the sea of ads in these magazines. The mobile screen-wipers were attached to the protruded part of the hard-card.

Outcome

The mobile screen-wipers were seeded to some 95,000 teens, creating talkability amongst their friends as they hung from their mobile phones. In a very competitive teen skincare category, Clean & Clear maintained its No. 1 position and even managed to increase 8% in terms of Year-On-Year market share growth.

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