The DDB Singapore-developed project, SunStopper, will claim the century’s longest and most dramatic solar eclipse on the morning of July 22 in China, India and Japan.
The campaign will aim to communicate to consumers that though an eclipse offers them protection against the sun for six and a half minutes, the remaining half a million minutes of the year are best served by Neutrogena Ultra Sheer.
A microsite is at the centre of the integrated drive to pique consumers’ interest till the day of the eclipse. The site features a ‘live’ counter, downloadable widgets, a blog and video. Traffic to the site is further being driven through social media sites including Facebook and YouTube .
The aim is to have as many visitors as possible watching the eclipse ‘live’ on the site. And as the eclipse nears its end, the site will reveal Neutrogena promotions and products.
Kim Das, VP regional director at DDB Asia Pacific, said, “SunStopper represents a whole new way of driving engagement in a category saturated with meaningless claims. It’s a really simple idea with a powerful message that will be executed for a fraction of the marketing budget.”
Credits:
Project Sun Stopper
Client Johnson & Johnson
Creative agency DDB Singapore
Creative directors Neil Johnson, Joji Jacob, Jeff Cheong
Art directors Teng Run Run, Martin Loo, Alfred Lim, Juliana Li
Copywriters Vanessa Goh, Teng Choon Yeng, Dawn Yang
Account servicing Aivonne Chong, Aisha Lo, Azny Juffri
Exposure Online
The campaign will aim to communicate to consumers that though an eclipse offers them protection against the sun for six and a half minutes, the remaining half a million minutes of the year are best served by Neutrogena Ultra Sheer.
A microsite is at the centre of the integrated drive to pique consumers’ interest till the day of the eclipse. The site features a ‘live’ counter, downloadable widgets, a blog and video. Traffic to the site is further being driven through social media sites including Facebook and YouTube .
The aim is to have as many visitors as possible watching the eclipse ‘live’ on the site. And as the eclipse nears its end, the site will reveal Neutrogena promotions and products.
Kim Das, VP regional director at DDB Asia Pacific, said, “SunStopper represents a whole new way of driving engagement in a category saturated with meaningless claims. It’s a really simple idea with a powerful message that will be executed for a fraction of the marketing budget.”
Credits:
Project Sun Stopper
Client Johnson & Johnson
Creative agency DDB Singapore
Creative directors Neil Johnson, Joji Jacob, Jeff Cheong
Art directors Teng Run Run, Martin Loo, Alfred Lim, Juliana Li
Copywriters Vanessa Goh, Teng Choon Yeng, Dawn Yang
Account servicing Aivonne Chong, Aisha Lo, Azny Juffri
Exposure Online
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