OTSUKARE PRINCESS ANALYSIS

TitleOTSUKARE PRINCESS ANALYSIS
BrandJOHNSON & JOHNSON VISION CARE
Product / ServiceACUVUE FOR ASTIGMATISM
CategoryA02. Fast Moving Consumer Goods
EntrantMcCANN ERICKSON JAPAN Tokyo, JAPAN
Entrant Company:McCANN ERICKSON JAPAN Tokyo, JAPAN
Advertising/Web Design Agency:McCANN ERICKSON JAPAN Tokyo, JAPAN

Credits

Name Company Position
Yohei Yamashita Mccann Worldgroup/Mrm Worldwide Account Supervisor
Kazuki Fujiwara Universal Mccann/Mccann Worldgroup Media Planning Director
Junpei Fukunishi Universal Mccann/Mccann Worldgroup Media Planning Supervisor
Yohei Takeshita Universal Mccann/Mccann Worldgroup Media Planning Supervisor
Jun Asano Mccann Worldgroup/Mccann Erickson Executive Creative Director
Mikako Yamamuro Mccann Worldgroup/Mccann Erickson Senior Art Director
Takuji Yamane Mccann Worldgroup/Mccann Erickson Business Director
Sachiko Ishihara Mccann Worldgroup/Mccann Erickson Account Supervisor
Moe Shiba Mccann Worldgroup/Mccann Erickson Account Executive

Brief Explanation

Prior to the launch campaign of the ACUVUE for astigmatism brand contact lenses, our mission was to create a buzz about astigmatism among the product target; female 20-34years old, and raise their interest in astigmatism in an entertaining way. Turning attention to the relation among astigmatism, eye strain, and general tiredness, we created a website where users could analyze their unique “tiredness type” according to their past activity on SNS or answering simple questionnaires on the spot. Ultimately our aim was to raise the targets’ interest in the fact that astigmatism have the possibility of causing eye strain.

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