CITY-PROOF YOUR SKIN

TitleCITY-PROOF YOUR SKIN
BrandJOHNSON & JOHNSON (NEUTROGENA)
Product / ServiceNEUTROGENA HYDRO BOOST WATER GEL
CategoryF01. Integrated Campaign led by Promo & Activation
EntrantDDB GROUP SINGAPORE, SINGAPORE
Idea Creation DDB GROUP SINGAPORE, SINGAPORE
Media Placement UM TAIWAN Taipei City, CHINESE TAIPEI
Production STINK Shanghai, CHINA

Credits

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 Campaign

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.

Creative Execution

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.

Describe the success of the promotion with both client and consumer including some quantifiable results

30% sales uplift in Taiwan #1 within the hydration category in leading markets.

Explain why the method of promotion was most relevant to the product or service

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.

Links

Supporting Webpage