Johnson & Johnson

Bryant Ison - Sr. Brand Manager

JWT New York *Lead Agency

Cathy Clift - Executive Planning Director
Bianca Guimaraes - Art Director
Josh Shabtai - Creative Director
Paul Turzio - Director, Analytics
Eric Weisberg - Executive Creative Director
Calais Zagaro - Acct. Assoc.

BAND-AID Brand unit sales were down 3.9% in the 52 week period ending 4/29/12, with consumers increasingly turning to cheaper store brands. To help counteract the downward sales trend, we created a proprietary experience for BAND-AID that store brands could not replicate - one that prompted 76% of all participants to return to the experience, generated enough earned media to reach the nearly 80% of the target audience, and contributed to a 12.6% increase in unit sales. We called it the BAND-AID Magic Vision Augmented Reality App.