Why is this work relevant for Brand Experience & Activation ?

Because, this campaign has created a deep brand experience amongst targeted people not simply by making them use the product, but rather by making them feel sympathized with the brand purpose.

Background

In Japan, the compulsive custom of wearing heels has become a political issue, of which the damage is inflicted mostly on job-seeking students. Due to unspoken rules, companies forced college students to wear high heels and dress shoes that they’re not used to wearing. BAND-AID for Blisters was a big seller because of this, but the fact that the agony of these students was propelling the sale of BAND-AIDS was far-off from the brand mission, “Stick with it”.

Describe the creative idea (20% of vote)

In order to support those who strive for the best, the BAND-AID team believed that they should minimize the suffering caused by blisters, even with the risk of decreasing sales. Utilizing platforms such as digital media, they proposed “Job-sneakers for Job-seekers”, an idea of wearing sneakers while job-hunting instead of heels and dress shoes that causes blisters. Johnson & Johnson, the distributor of BAND-AID, recommended wearing sneakers while job-hunting even to their own candidates. They have also suggested “Job-sneakers for job-seekers fashion” cooperating with one of the prominent retailers of Japan who supported this idea.

Describe the strategy (20% of vote)

Due to unspoken social norms, college students have been pressured to wear high heels and dress shoes that they are not used to wearing. BAND-AID for Blisters was a big seller due to this, but the fact that suffering students were increasing BAND-AID sales was far-off from “Stick with It”, the brand mission. Therefore, we launched this campaign to align the brands purpose in the minds of the consumers resulting in an increased brand experience amongst our target.

Describe the execution (30% of vote)

Element: OOH, Digital Location/Platform: Stations, Department Store, and Social Media Date: 26/03/2019 to 30/04/2019

List the results (30% of vote)

Estimated Earned Media: 1.2 MM Dollars (Return on Media Investment: 1：11) Twitter Post Impressions: 14.2 MM Impressions Sales increased to 200% amongst our target audience

Please tell us about the brand in relation to the locality or market where the product/service is distributed

In Japan, the compulsive custom of wearing heels has become a political issue, of which the damage inflicted mostly on job-seeking students. Due to unspoken rules, companies forced college students to wear high heels and dress shoes that they are not used to wearing.