Results and Effectiveness

We have exceeded the average monthly sales numbers: • Sales figures in May 2009 increased 25% vs average monthly sales. • In June 2009, the sell-out sales figures doubled* vs average monthly sales. Results were achieved despite the campaign coinciding with the emergence of the H1N1 virus, which saw a surge in the advertising and sales of hygienic body wash products like Dettol. The campaign generated positive word-of-mouth and news coverage by trade, mass media as well as Consumer Generated Content, affirming the execution as a totally new and engaging brand experience for Johnson’s® body care.

Creative Execution

The campaign which was the first of its kind in Singapore saw a convoy of branded Vespa scooters, driving around Singapore, creating buzz, impact and awareness to motorist and pedestrians alike. The convoy of Johnson’s® body care Vespas and the accompanying Johnson’s® body care ambassadors, travelled around the island for 3 months, stopping at high traffic areas close to key sales/retail stores. Here the brand ambassadors honed in on the target consumers, educated them on product attributes and benefits, had them experience the products for themselves and provided them with the latest sales promotions, eventually directing them to the nearest retail outlet for purchase. Strategic activation: • Weekends are key grocery shopping days, the convoy carried out the activities on these days to capitalise on the high human/shopper traffic. • 26 stores were identified as key sales outlets for Johnson’s and the convoy visited these key stores at least once.

Insights, Strategy and the Idea

Challenge: Johnson’s® body care faced the need to educate and inform consumers that Johnson has introduced a range of products, especially catered to adult skin and convert this awareness to sales. Insight: Based on the path-to-purchase, there are multiple media touch-points for advertising. However, in between transit and Point-of-Sales, there is a media “black-out” gap, where there is a dearth of existing media platforms for Johnson’s® body care to create impact through communication activities and convert awareness to footfall in stores. Strategy: This led us to innovate. We plugged this media “black-out” gap with an innovative and compelling execution using custom-designed Johnson’s® body care branded Vespas, the much-loved motor-scooter that is synonymous with the female love of beauty and quality of life, to create buzz for the brand, whilst fulfilling the product and sales objectives.