Category: Best use or integration of music
Advertiser: ACUVUE
Product/Service: ACUVUE 1-DAY
Agency: UM
Group Product Director: Lowinn Kibbey (Johnson & Johnson)
Product Director: Craig Palmer (Johnson & Johnson)
Associate Product Director: Emily Turner (Johnson & Johnson)
Vice President North America Global Marketing Group: Darryl Nicholson (Johnson & Johnson)
Senior Vice President/Managing Director: Tara Poto
Senior Vice President/Creative Director: Brendan Gaul
Senior Vice President/Group Director: Jaime Hukkanen
Vice President/Managing Director: Mark Cibort (R/GA)
Digital Media Supervisor: Mattie Lorenzoni
Vice President/Strategy Supervisor Investment: Rob Allaire
Media placement: Digital Video - ONE DAY Lyric Video placed on ACUVUE® and Charice's YouTube - 19-Apr-2011
Media placement: Social Media - Charice's Social Media Footprint: Facebook & Twitter Posts - 19-Apr-2011
Media placement: Social Media - Nick Jonas Social Media Footprint: Facebook & Twitter Posts - 19-Apr-2011
Media placement: Social Media - Jonas Brothers Social Media Footprint: Facebook & Twitter Posts - 24-May-2011
Media placement: Social Media - ACUVUE® Social Media Footprint: Facebook - 19-Apr-2011
Media placement: TV - :15 Promotional Spot on FOX's Glee (1 spot) - 19-Apr-2011
Media placement: User Generated Content - YouTube: Teens upload their own cover of ONE DAY song and dance videos - 21-Apr-2011
Media placement: Earned Media - iTunes top 100 chart placement - 20-Apr-2011
Media placement: Digital Video - Music Video premiere across AOL Music, YouTube, and through Social Media Posts - 27-Jul-2011
Media placement: TV - FOX Teen Choice Awards Song Integration - 7-Aug-2011
Media placement: Music - Original Song, ONE DAY, used as the campaign anthem - 19-Apr-2011
Media placement: PR - PR placements with Nick Jonas, MTV News Hit - 4-May-2011
Media placement: Ecommerce - ONE DAY Song Available for download on iTunes - 19-Apr-2011
Campaign Description
Branded Entertainment is rapidly growing in the US and is emerging as a leading alternative media strategy. The difficulty of reaching increasingly elusive consumers, who have more ways to ignore and filter out brand messages than ever before, has made it more important for brands in the US to invest in the power of emotional connections – ie. entertainment.
In 2010, advertisers in the US spent over $25bn on branded entertainment. That number is expected to reach over $38bn by 2014, a 9.2% compound annual growth rate.
However, despite its rapid growth, in many ways branded content is still in its infancy. It is often misunderstood and misused by the very advertisers footing the bill for it.
The biggest barriers to success for US advertisers are not regulatory, they are:
1. Finding the right balance between the interests of their brands and the entertainment of their audiences
2. Achieving scale in one of the most fragmented media markets in the world
We believe that our entry successfully overcomes both of these barriers.
Effectiveness
Acuvue was no.1 in contact lenses – except in daily disposables. In daily disposable lenses, which are the future of contact lenses, Ciba Vision was king. Since teens represent the future wearers of daily disposable contact lens, our challenge was to lure these new entrants into the category, and not to Ciba Vision.
Complicating things, we needed to get teens to ask their parents for the product, and for those of you that know teens, you’ll know that there are a million other things that they would rather ask their parents for! To get teens talking we needed to tap into something they really cared about - their fame.
Our insight: Most teenagers feel they are talented and look forward to being famous, but most believe they won’t realise the fruits of their talents until they are older. Our idea: Make Acuvue the gateway to realising ‘one day’ dreams today.
We connected to teens through teen singer Charice, a vision-corrected mentor who had made it before her time. We collaborated with Charice and Nick Jonas to write a teen anthem called One-Day - that not only got teens singing, but motivated them to start making their ‘one-day’ dreams a reality today.
Taking cues from today’s teen pop stars, we launched the song on iTunes, released a lyric video, and turned on the social media engines of Charice and Nick Jonas.
The song headlined a TV commercial where Charice laid down a challenge, prompting teens to upload their ‘one-day’ dream stories. Winners would get a little closer to their dreams by being mentored by Charice, as well as having their stories told in her One-Day music video.
The campaign culminated with Charice’s video (featuring our winners) premiering in the no.1 teen television program of the summer – Teen Choice Awards.
Implementation
We collaborated with 2 teen pop stars to write a teen anthem. Taking cues from today’s music industry, we launched the song on iTunes, released a lyric video, and turned on the social media engines of our teen artists.
The campaign culminated with a music video of the song premiering in the no.1 teen television program of the summer – the Teen Choice Awards. The song was also the soundtrack to the brands television commercial.
Outcome
It worked! The lyric video garnered more than 1.9m YouTube video views, 16,048 YouTube Likes, and 8,828 Comments. It was such a hit that teens started uploading their own cover versions and dance routines.
The song even cracked the iTunes top 100 chart, as well as the AdAge top 10 most viral videos, just behind Justin Bieber.
Most of all, we got teens talking:
- 58% of teens who saw the campaign stated that they were likely to ask their parents for Acuvue
- Sales went from +13% to +32%
We made Acuvue no.1 in the daily disposable category.