Title | CITY-PROOF YOUR SKIN |
Brand | JOHNSON & JOHNSON (NEUTROGENA) |
Product / Service | NEUTROGENA HYDRO BOOST WATER GEL |
Category | F01. Integrated Campaign led by Promo & Activation |
Entrant | DDB GROUP SINGAPORE, SINGAPORE |
Idea Creation | DDB GROUP SINGAPORE, SINGAPORE |
Media Placement | UM TAIWAN Taipei City, CHINESE TAIPEI |
Production | STINK Shanghai, CHINA |
Name | Company | Position |
---|---|---|
Chris Chiu | DDB Group Singapore | Chief Creative Officer |
Thomas Yang | DDB Group Singapore | Deputy Executive Creative Director / Head of Art & Design |
Vinod Savio | DDB Group Singapore | Creative Director |
Adithya Deepan | DDB Group Singapore | Associate Creative Group Head |
Malhaar Rao | DDB Group Singapore | Associate Creative Group Head |
Gigi Ip | DDB Group Singapore | Senior Art Director |
Samantha Liew | DDB Group Singapore | Senior Copywriter |
Jamie Teng | DDB Group Singapore | Chinese Copywriter |
Nai Yen Wang | DDB Group Singapore | Regional Business Director |
Lena Liew | DDB Group Singapore | Business Director |
Joyce Xi | DDB Group Singapore | Account Manager |
Joan Lim | DDB Group Singapore | Account Manager |
Wenny Zhuo | DDB Group Singapore | Account Executive |
Carlos Palacios | DDB Group Singapore | Head of Planning |
Yu Ting Yeo | DDB Group Singapore | Planner |
Yeo Wee Lee | DDB Group Singapore | Technology Director |
Andrew Candraditya Defeng | DDB Group Singapore | Senior Solutions Engineer |
Ng Mei Kit | DDB Group Singapore | Associate Project Director |
Josephine Ng | DDB Group Singapore | Traffic Manager / Art Buyer |
Bettina Feng | DDB Group Singapore | Agency Executive Producer |
Nieto | Stink Films Shanghai | Director |
Desmond Loh | Stink Films Shanghai | Executive Producer |
Evie Yeo | Stink Films Shanghai | Producer |
The City-Proof Your Skin campaign used real-time weather data to target our audience and demonstrate Hydro Boost’s superiority, through data visualizations, dynamic data-based offers and weather-triggered programmatic ads. The campaign began with actor/singer Ariel Lin testing her skin by using Hydro Boost and exposing it to the environment in 5 cities, all without leaving one room. Meet the Weather Chamber. A live stunt and installation that recreated these cities’ environments using multiple data sources and projection mapping. The stunt was live-streamed on social media and the microsite. The campaign also included smart billboards and weather-triggered programmatic ads.
Live stunt/installation The environment of 5 cities was recreated in real-time using projection mapping. This was live-streamed on social media and the microsite. Smart billboards with environmental sensors Each Weather View digital billboard visualized aggressor levels at its location and generated matching dynamic discounts. The higher the aggressor levels, the higher the discount. Weather-triggered programmatic ads On mobile and social, we tracked weather patterns to serve up messages and offers to potential users.
30% sales uplift in Taiwan #1 within the hydration category in leading markets.
The City-Proof Your Skin campaign used real-time weather data to target our audience and demonstrate Hydro Boost’s superiority, through data visualizations, dynamic data-based offers and weather-triggered programmatic ads. The campaign brought the brand to life using targeted activations and aimed to drive consumers to purchase through relevant promotions.
Real-time weather data from multiple sources. Live tracking of surrounding environmental conditions using weather sensors. Automatic targeting and re-targeting of potential users based on their location data and weather at their location. Using real time data, we were able to establish real time relevance of how the city can affect her skin. On top of that, live discounts pegged to real time weather data provided stimulation for her to immediately act and purchase the product.