May 28, 2007
Campaign: 
Johnson & Johnson Acuvue DEFINE 3G Campaign <?xml:namespace prefix = st1 ns = "urn:schemas-microsoft-com:office:smarttags" />Hong Kong
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Company:
The Hyperfactory Ltd
Client:
Johnson & Johnson Vision Care
Background:
The Hyperfactory was tasked by Johnson & Johnson Vision Care China to conceptualise & implement an innovative Mobile Marketing Campaign focused specifically on the new product launch of DEFINE contact lenses.
Goals:
We wanted to establish a fun, engaging & interactive experience for the target audience-young Chinese women - being both informative & memorable & importantly deliver J&J the desired ROI. The objective was to create a new exciting destination for young women to engage with & absorb key DEFINE brand & product info in a NEW, FUN & EXCITING way.
The key was to cut through the clutter and reach and more importantly, engage, the target audience in an innovative, relevant and cost-effective manner. The medium, mobile, was a proven connector for this target audience, the challenge was to effectively harness it.
Solution:
Strategy consisted of:
A. Interactive Branded 3G Campaign Site – video footage available for streaming and download including exclusive made-for-mobile celebrity beauty and make up tips from “make up designer to the stars”, TVC out-takes, exclusive content, branded games, wallpapers, CRM, viral "challenge-a-friend".
B. Tactical & Strategic Mobile Media Banner Ad Placement. Mobile Banner Ads placed on target locations & audience-relevant sites on the 3 Network ensuring maximum reach.
C. Direct to Consumer Communications via Outbound MMS Blasts to opt-in campaign database generated through course of campaign. Permission based, personalized MMS contact was made with target database of 10K females that had engaged with the brand already. These strategically timed outbound contacts where scheduled to stimulate the opt-in audience as new content was loaded throughout the campaign.
Branded WAP Site:
Branded Mobile Game:
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Results:
In addition to being among the MOST SUCCESSFUL INTERACTIVE campaigns undertaken by J&J – the campaign was THE MOST SUCCESSFUL mobile campaign to-date in Hong Kong.
OVER 630K PEOPLE viewed the mobile banner ads, over 50% of total Hong Kong 3G population
10% click-thru rate AND completion of mobile registration form
6% of ALL total target female audience 3G USERS IN HK engaged with the brand
15K unique visitors in FIRST 7 DAYS
Over 75% of ALL viewers visited Branded Game area
On average 1 Branded game DOWNLOADED EVERY 2 MINUTES
Over 40% of game players RETURNED to REGISTER THEIR DETAILS–clearly showing BRANDED GAMING WORKS!
FEMALES accounted OVER 76% of people that viewed & downloaded product information & TVCs
31% of visitors between aged 36–45 – Mobile Marketing is NOT JUST FOR KIDS!!!
