Title | PROJECT SUN STOPPER |
Brand | JOHNSON & JOHNSON |
Product / Service | NEUTROGENA ULTRA SHEER |
Category | B02. Consumer Products |
Entrant | DDB WORLDWIDE Singapore, SINGAPORE |
Entrant Company: | DDB WORLDWIDE Singapore, SINGAPORE |
DM/Advertising Agency: | DDB WORLDWIDE Singapore, SINGAPORE |
Credits |
Name | Company | Position |
---|---|---|
Neil Johnson | DDB Worldwide | Chief Creative Officer |
Joji Jacob | DDB Worldwide | Executive Creative Director |
Jeff Cheong | DDB Worldwide | Executive Creative Director |
Teng Run Run | DDB Worldwide | Senior Art Director |
Vanessa Goh | DDb Worldwide | Senior Copywriter |
Martin Loo | DDB Worldwide | Creative Group Head |
Alfred Lim | DDB Worldwide | Senior Art Director |
Teng Choon Yeng | DDB Worldwide | Chinese Copywriter |
Ciaran Lyon | DDB Worldwide | Associate Director Of Technology |
Kelvin Lam | DDB Worldwide | Senior Mis Executive |
Ng Chee Seng | DDB Worldwide | Flash Developer |
Dawn Yang | DDB Worldwide | Copywriter |
Juliana Li | DDB Worldwide | Junior Art Director |
Kim Das | DDB Worldwide | Vice President/Regional Director |
Aivonne Chong | DDB Worldwide | Senior Account Director |
Aisha Lo | DDB Worldwide | Account Manager |
Azny Juffri | DDB Worldwide | Account Executive |
Daphne Ng | DDB Worldwide | Executive Producer |
To increase the salience of Neutrogena Ultra Sheer sunblock by taking advantage of a very dramatic natural phenomenon that would happen only once in our lifetime, and would be followed by millions around the world — the longest total solar eclipse of the 21st century that happened on July 22, 2009.
At the heart of the idea was SunStopper.sg. During build-up phase, we drove traffic with blogs in two languages that piqued interest with entertaining eclipse information, tweets, 21 virals, on-ground sampling, Facebook fanpage and even unusual methods like flash mobs. As international sites like Facebook and Twitter are sometimes blocked in China, we put up similar content on local Chinese sites. When some local sites faced restriction, we turned our blog into a microblog for the live stream. Finally, as thousands watched SunStopper on July 22, we claimed the eclipse on behalf of Neutrogena Ultra Sheer sunblock.
The big idea that helped us take advantage of the eclipse: For 6 minutes 39 seconds, the Moon will block and protect you from the Sun. But for the remaining 500,000 minutes, you’ll need Neutrogena Ultra Sheer sunblock to protect yourself from the Sun. We brought the idea to life by creating SunStopper.sg, driving traffic to it for a month, streaming the eclipse live from China, and as thousands watched the live stream, claiming the eclipse for Neutrogena Ultra Sheer. A world’s first. No other brand has ever claimed a live natural phenomenon to dramatise the brand’s benefits.
On the morning of July 22, SunStopper recorded over 10,000 people watching the live stream and Neutrogena’s dramatisation of its protective properties. Consumers from across the world tweeted and uploaded positive responses. Neutrogena also gained brand publicity for aptly claiming a natural phenomenon. Prestigious sites like Notcot and Contagious picked up and spread the story. In a mere one month, SunStopper got 80,789 website pageviews, 32,665 blog hits, 15,929 video views, and built a community of 1,892 fans and followers. Neutrogena recorded brand awareness increase of over 37% among consumers polled. We spent US$9,000. We got US$300,000 worth of PR.