WHERE ARE WE GOING, DAD?

TitleWHERE ARE WE GOING, DAD?
BrandJOHNSON & JOHNSON
Product / ServiceJOHNSON'S BABY
CategoryA01. Use of Screens
EntrantOMNICOM MEDIA GROUP Shanghai, CHINA
Entrant Company OMNICOM MEDIA GROUP Shanghai, CHINA
Media Agency 2 OMD CHINA Shanghai, CHINA
Media Agency FUSE Shanghai, CHINA

Credits

Name Company Position
Arlene Ang OMD China Ceo
Calvin Fu Omnicom Media Group Managing Director/Fuse China
Deric Wong Omnicom Media Group Managing Partner/Strategic Planning Omg Hk
Lisa Thompson OMD China Managing Partner/Business Development
Gigi Chen Omnicom Media Group Brand Director/Fuse China
Julia Cao Omnicom Media Group Brand Manager/Fuse China
Fred Luan OMD China Business Director
Sophia Luo Omnicom Media Group Senior Content Manager/Fuse China
Irray Cai Omnicom Media Group Senior Content Executive/Fuse China

Results and Effectiveness

Through our fully integrated branded content approach, we successfully shared “The Irreplaceable moment” with our audience. Campaign Impact: - "Where are we going, Dad?" became the most popular 2D movie in 2014 CNY - RMB690m (USD$110 million) at the box office - +25 million viewers Audience Engagement: - 60x Johnson’s baby Weibo activity (China’s Twitter) during the campaign period, as many parents wanted to post their own ‘Irreplaceable Moments’ - 470,000 search results about Johnson’s Baby moment in the movie Brand Preference: - 30% sales growth than the same period of last year - 0.8% market share increase

Creative Execution

We created a Johnson’s Baby special moment in the film. The act of washing your parent’s feet is a demonstration of love and care in China. By having the son use Johnson’s Baby products to do this, we knew our audience would understand the emotional/cultural significance of the moment. Our audience actively followed this irreplaceable moment, so we used Weibo (China’s Twitter) to spread and further strengthen the brand’s connection. "Johnson’s Baby New Mom" official Weibo launched the “Where are we going, Dad?” event, fans can get free gift and landscaping photo when they upload dad&child photo. We linked Johnson’s Baby with the movie’s authorization for poster, online video, and movie photos to promote the sales of brand in retail and online stores. In China, there are ads before films instead of trailers, so we placed Johnson’s Baby ads to bond brand and film (while the audience’s anticipation is highest).

Insights, Strategy and the Idea

Johnson’s Baby is going to enhance the joy of growing together by encouraging dads to play an equally as important role as mums. We realized that the mothers who has 3-6 ages children in China were watching new popular reality show “Where are we going, Dad?”. The mothers were forcing their husbands to watch as well. This gave us a golden opportunity to create an emotional bond with new fathers. Mums wants dads to play an active role in parenting. Johnson's Baby wanted to find the best medium to cherish "The Irreplaceable Moment". “Where are we going, Dad?” the most popular TV show was releasing a movie during cinema’s peak time of year – 2014 Chinese New Year. This film is where we chose to champion “The Irreplaceable Moment”. We created a Johnson’s Baby special moment in the film that had a strong connection with our viewers.