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Johnson & Johnson
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Breakthrough:
- Developed a program around air travel - where many
consumers experience dry eyes.
- Partnered with airlines and leveraged the flight staff
as brand ambassadors by providing product literature
and samples
- Distributed branded pillows, blankets, and wet naps
all to suggest comfort and moisture
- Ran targeted ads on travel sites and placed messaging
on online ticket itineraries
- Enhanced the website with an advergame to support
the program
Results:
- Acuvue's most successful product launch
- Converted both flight crew and travelers to Oasys
brand
- Generated 50 million online impressions, meeting
acquisition goals
- 2005 Johnson & Johnson Bellringer award winner
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MS3’s challenge was to take an ethnic and exotic brand and help to
mainstream it
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