ADVENTURES UNDER THE SEA by J. Walter Thompson Sao Paulo for Band-Aid

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ADVENTURES UNDER THE SEA

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Industry Adhesive Plasters
Media Print, Magazine & Newspaper
Market Brazil
Agency J. Walter Thompson Sao Paulo
Executive Creative Director Roberto Fernandez, Ricardo John
Creative Director Rodolfo Amaral
Art Director Vinicius Dissenha Claudino, Caro Rebello
Copywriter Fernando Christo, Fernando Pellizzaro
Released April 2012

Credits & Description

Category: Best Use of Other Digital Media in a Promotional Campaign
Advertiser: JOHNSON & JOHNSON
Product/Service: BAND AID AQUABLOCK
Agency: JWT BRAZIL
Executive Creative Director | Creative Director: Roberto Fernandez (JWT)
Executive Creative Director: Ricardo John (JWT)
Crative Director: Rodolfo Amaral (JWT)
Creative Director: Ricardo Marques (JWT)
Creative Director: Gustavo Costi (JWT)
Copywriter: Fernando Christo (JWT)
Copywriter: Fernando Pellizzaro (JWT)
Art Director: Vinicius Claudino (JWT)
Art Director: Caro Rebello (JWT)
Programmer | Game Designer: Tiago Ling (Casa)
Game Designer: Luís Filho | Jerson Viana | Willian Edwart (Casa)
Game Designer | Illustration: Igor Arantes (Casa)
Case Producer: Hands Up (Hands Up)
Project Manager: Karen Tunes (Casa)
Sound Design: Lua Nova (Lua Nova)
Account Manager: Fernanda Antonelli | Luciana Rodrigues (JWT)
Account Supervisor: Carla Magro| Bruno Yantob | Gustavo Nobre | Yves Rodrigues (JWT)
Agency Producer: Fabiano Proenca (JWT)
Graphic Producer: Flavio Schaefer | Flavio Colella | Maira Chinaglia (JWT)
Media placement: Mobile App - Apple Store - 17 April 2012
Describe the objective of the promotion.
The objective of the promotion is to communicate a new Band-Aid, the Aquablock, which protects wounds and cuts and does not come off in the water. To create lasting and closer relationship with consumers, we developed an interactive game available on the App Store. The game takes place on the bottom of the sea, and just as in real life, the fun never ends with Band-Aid Aquablock.
Describe how the promotion developed from concept to implementation.
After defining the concept "With Band-Aid Aquablock, the fun never ends, not even under water", we thought about the best way to communicate it. That's how the idea to make an app for smartphones came up. A survey was made to define the mechanics, the characters and the objective of the game. And most importantly, how to integrate the product. It was defined that the lives of the game would be symbolized by Band-Aids and when the finger got cut, a life would be lost. That is, a Band-Aid would be used for the fun to go on. Once ready, the game was made available on the App Store.
Explain why the method of promotion was most relevant to the product or service.
We know how children influence the purchasing decisions of their parents. And how having fun is important for them. Therefore, we sought to create a closer relationship with each one, and a much greater contact with the brand. Through the game "Band-Aid Aquablock. Adventures on the Bottom of the Sea", we demonstrated the benefit of the product in a fun way. Everything like it is in real life. After all, with Band-Aid Aquablock fun never ends, not even under water.
Describe the success of the promotion with both client and consumer including some quantifiable results.
The game attracted the attention of thousands of children who sought fun on the internet. The number of downloads keeps growing daily, and the Band-Aid brand created a relationship with children greater than with any other media ever used. Due to the low production cost and results obtained, the client is already planning to develop other games.