MELT AWAY STRESS

TitleMELT AWAY STRESS
ClientJOHNSON & JOHNSON
Product / ServiceBODY CARE
EntrantOMD SINGAPORE, SINGAPORE
Entrant Company:OMD SINGAPORE, SINGAPORE
Advertising Agency:OMD SINGAPORE, SINGAPORE

Credits

The Campaign

Johnson's body care (JBC) had to relaunch their Melt Away Stress (MAS) range in 2010, without an effective product upgrade, or new story to tell. In short, we had the task to reinvigorate an existing product. Hence, we decided to work with a leading beauty online portal to launch a "Stress survey" and tried to uncover what stresses the everyday woman faces, and how best the product would relate to her. The resulting was a survey that garnered 1,878 responses, which gave us limitless insights to a woman's stressed out life. From these, we identified 2 key areas, in which means most to her: Shower & Sleep From this, we crafted specific messaging, to create the product's relevance, during these "windows of opportunity", and showed her how the product helped her alleviate the stresse she faces in her daily life. The executions as follow:

Success of the Campaign

JCB saw an impressive sales growth of +32.9% during Jan – Apr 2010. Considering that our competitors had refreshed stories (packaging & formula stories/ upgrades), MAS performed way beyond expectations with an existing product with effectively no new product news. Sales continued to surge with +22.4% growth (vs. Apr), after main reach media (TV & Bus Shelter posters) were off-air in May. In Apr’10 market share peaked at 4.2%, up by 1.3% (44% growth) vs pre campaign launch and maintained at 3.3% YTD, even without ATL support. We had successfully created a sustainable campaign idea, creating a strong story for our target audience to believe in (reason to buy) and grew market share in both: a.Body Wash +3.1% b.Body Lotion +2.8%

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

Cable TV - A series of 15” customised "stress points" vignettes were produced and were timed to specific time belts across the day for best relevance. (Eg. Insomnia stress version aired between 12am – 2am). Magazine & OOH posters - Snippets of the survey results were introduced into print and OOH, with practical tips to combat stress. Buses - “Premium” bus services, that provide consumers an express (non-stop) service to CBD areas, with guaranteed seating for all passengers, were carefully selected and branded as "MAS stress free buses". Online - Advertorials that highlights key report findings to CozyCot readers allowing snippets that are easy for the readers to digest and share (social network).

Credits

Name Company Position
Chloe Neo OMD Singapore Business Director
Madelene Ortega OMD Singapore Media Manager
Galvyn Liu OMD Singapore Senior Media Planner