O.b.: A Personal Apology (Just For You)"

Credits & Description:

Entrant: Lowe Roche, Toronto

o.b. tampons - "A Personal Apology (Just For You)"

Corporate Name of Client: Johnson & Johnson Canada

Agency Account Director: Amanda Gaspard

Account Services: Leslie Uy & Adrian Goodgoll

Agency: Lowe Roche , Toronto

Creative Directors: Steph Mackie/Mark Biernacki

Copywriter: Simon Craig

Art Director: JP Gravina

Agency Producer: Liz Walker

Production Company: The Garden, Toronto

Director: Christian Langois

Executive Producer: Bruce Dawson

Cinematographer: Alex Bussieres

Interactive Producer: Kevin Quan

Digital Strategist: Leshanne Pretty

Flash Developer: Scott Morgan & William Chung

Technical Director: Nery Orellana

Editing Facility: FIN Films, Toronto

Editor: Mark Hajek

Sound Design Company: Keen Music, Toronto

Music Production Company: Keen Music, Toronto

Description of the Project

Due to a distribution problem in late 2010, o.b. tampons went off the shelves. Loyal users were upset at the sudden loss of their brand, and we needed to apologize. So, we sent an email to each of the 65,010 women on the o.b. database, including a link to their own personalized music video, A Personal Apology (just for you). A singer crooned their personal, apologetic ode, while they saw their names written in rose petals, skywriting and more. We also offered a coupon toward their next o.b. purchase. We received a 61% email click through rate and within three months over 1 million Facebook shares, 1.8 million Twitter impressions, nearly a million coupon downloads, worldwide media placements and over 27 million unique visits to the website.