PROJECT SUNSTOPPER by DDB Singapore for Neutrogena

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PROJECT SUNSTOPPER

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Industry Skin Care
Media Direct marketing
Market Singapore
Agency DDB Singapore
Executive Creative Director Joji Jacob, Jeff Cheong
Art Director Juliana Li, Teng Run Run, Martin Loo, Alfred Lim
Copywriter Vanessa Goh, Dawn Yang, Teng Choon Yeng
Producer Daphne Ng
Released June 2009

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: JOHNSON & JOHNSON
Product/Service: NEUTROGENA ULTRA SHEER SUNBLOCK LOTION
Agency: DDB SINGAPORE
Date of First Appearance: Jun 15 2009 12:00AM
Entrant Company: DDB SINGAPORE, SINGAPORE
Entry URL: http://www.theanswerisfortytwo.com/cannes/2010/sunstopper/
Chief Creative Officer: Neil Johnson (DDB)
Executive Creative Director: Joji Jacob (DDB)
Executive Creative Director: Jeff Cheong (Tribal DDB)
Art Director: Teng Run Run (DDB)
Art Director: Martin Loo (DDB)
Art Director: Alfred Lim (Tribal DDB)
Art Director: Juliana Li (Tribal DDB)
Copywriter: Vanessa Goh (DDB)
Copywriter: Teng Choon Yeng (DDB)
Copywriter: Dawn Yang (Tribal DDB)
Technology: Ciaran Lyons (Tribal DDB)
Technology: Ng Chee Sheng (Tribal DDB)
Technology: Kelvin Lam (DDB)
Producer: Daphne Ng (DDB)
Account Servicing: Kim Das (DDB)
Account Servicing: Aivonne Chong (DDB)
Account Servicing: Aisha Lo (DDB)
Account Servicing: Azny Juffri (DDB)
Media placement: Blogs - Wordpress , Sina - 25 June 2009
Media placement: Website - Sunstopper.sg - 30 June 2009
Media placement: Social- Media - Facebook - 15 June 2009
Media placement: Micro - Blogging - Twitter , Zuosa - 26 June 2009
Media placement: Viral - Youtube , Tudou, Youku - 15 June 2009

Describe the brief/objective of the direct campaign.
The sunscreen category is cluttered and its target audience of 15-35 year olds have grown numb to traditional ads, which are monotonous and filled with meaningless claims. The opportunity arose with the longest total eclipse of the century on 22 July 2009 over China, India and Japan. We saw this as our chance for a whole new way of driving engagement for sunblock. We wanted to claim the eclipse on behalf of Neutrogena Sunblock with a simple idea riding on a global happening.

Explain why the creative execution was relevant to the product or service.
In a solar eclipse, the Moon serves as the ultimate sunblock by blocking the Sun. However, the natural phenomenon would last for only a few minutes. With SunStopper, our message was that after the eclipse, the next best solution to block the Sun was to use Neutrogena Sunblock. On the day of the eclipse, as thousands watched the live stream on the unbranded SunStopper site, at the right moment, we claimed the eclipse on behalf of Neutrogena Sunblock.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The idea: For 6min 39sec, the Moon will block and protect you from the Sun. But for the remaining half a million minutes, you’ll need Neutrogena Sunblock to protect yourself from the Sun. To bring the idea to life, we created SunStopper.sg — an unbranded site where we would show the eclipse live from China on 22 July. We drove traffic to SunStopper with viral videos, blogs, social networking and microblogging in English and Mandarin, as well as guerrilla stunts. Soon, SunStopper and the solar eclipse became synonymous. Anyone who was interested in the solar eclipse, was interested in SunStopper.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
On July 22, the day of the eclipse, SunStopper recorded over 10,000 live stream viewers. • We spent: US$9,000 + 1 month. We got: Over US$300,000 worth of PR. • In the one month, we also had 80,789 website views 32,665 blog hits 15,929 video views. • Publicity spread on local media (on radio and in press), local, regional and global sites (Notcot.org, Contagious Magazine). • Neutrogena Ultra Sheer also gained publicity with mentions in global, regional and Chinese marketing publications for aptly claiming a natural phenomenon. • The brand gained 50% increase in awareness among women polled.