Results and Effectiveness

On the morning of July 22, SunStopper recorded over 10,000 live stream eclipse viewers. Consumers from Asia to USA and Europe, to far-flung places like Macedonia blogged, tweeted and uploaded positive responses. Neutrogena Ultra Sheer also gained brand publicity for aptly claiming a natural phenomenon. Prestigious sites like Notcot and Contagious picked up the story and spread it. In a mere one month, SunStopper successfully tracked 80,789 website pageviews, 32,665 blog hits and 15,929 video views. Neutrogena recorded brand awareness increase of over 37% among consumers polled. We spent 30 days and US$9,000. And got US$300,000 worth of PR.

Creative Execution

To bring the idea to life, we created SunStopper.sg — a site to which we drove traffic with blogs, viral videos, tweets, Facebook fanpage and guerrilla stunts. On the day of the eclipse, as thousands watched the live stream from China, we claimed the eclipse on behalf of Neutrogena Ultra Sheer sunblock. More specifically, we had: • Blogs, social networking and microblogging in two languages (Facebook, Twitter, Zuosa) • 21 Viral videos (YouTube, Tudou, Youku) • Guerrilla stunts • Events in Singapore and China When the Chinese authorities blocked Facebook and Twitter, we put up similar content on local Chinese sites The use of social media aptly reached out to the biggest segment of sunblock users — consumers 15-35 years. Finally, as thousands watched the eclipse on SunStopper on July 22, we claimed the eclipse on behalf of Neutrogena Ultra Sheer sunblock.

Insights, Strategy and the Idea

The sunscreen category is full of similar-looking ads with meaningless claims. The target audience of 15-35 year olds have also grown numb to traditional forms of advertising. The opportunity arose with the longest total eclipse of the century on 22 July 2009 over China, India and Japan. With millions globally following this spectacular phenomenon, it was our chance for a whole new way of driving engagement for sunblock protection. We wanted to claim the eclipse on behalf of our client with a simple idea riding on a global happening: The idea: for 6 minutes 39 seconds, the Moon will block and protect you from the Sun. But for the remaining 500,000 minutes, use Neutrogena Ultra Sheer sunblock to protect yourself from the Sun.