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ACUVUE
Selling sight through song

RAN IN: United States

CLIENT
Johnson & Johnson

Lowinn Kibbey - Group Product Director
Darryl Nicholson - VP, NA Global Mktg. Group
Craig Palmer - Product Director
Emily Turner - Assoc. Product Director

AGENCY
Universal McCann (UM) *Lead Agency

Rob Allaire - VP, Strategy Supervisor Investment
Brendan Gaul - SVP, Creative Director
Jaime Hukkanen - SVP Group Director
Mattie Lorenzoni - Digital Media Supervisor
Tara Poto - SVP, Managing Director


R/GA

Mark Cibort - VP, Managing Director


SUMMARY

Taking 1-DAY ACUVUE contact lenses to #1 in the category meant convincing teens to put ACUVUE at the top of their already long wish list. Instead of trying to " advertise " to them, we created a teen anthem that not only got teens singing, it motived them to ask for ACUVUE. By the end of our campaign we had teens talking, we significantly accelerated sales, and most importantly we took ACUVUE to #1 on the category chart.

CASE VIDEO


Hero Medium: The One Day Song was at the core of our campaign. Hero touchpoints carrying our song included, brand and celebrity social media footprints, TV and digital branded content, and our lyric and music videos.

Medium Featured On Video: TV, Interactive, PR, Consumer Involvement,Custom song. Music Video. Album Cover art. Behind the scenes footage. Teen Choice Awards footage

Audience: Teens (13-20)

Objectives: Market share - increase

Type: Business to Consumer

Classification: National

Language: English