O.b. Case study A Personal Apology (Just For You)" by Lowe Roche Toronto

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A Personal Apology (Just For You)"

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Industry Feminine Hygiene
Media Case study
Market Canada
Agency Lowe Roche Toronto
Art Director Jp Gravina
Copywriter Simon Craig
Production The Garden
Director Christian Langois
Editor Mark Hajek - Stealing Time
Service Agency Keen Music
Released May 2012


London International Awards 2012
TV/Cinema/Online Film Best Use of Innovation Bronze Winner

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.