Band-Aid Promo, Case study GLAMBULANCE by J. Walter Thompson New York

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GLAMBULANCE

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Industry Adhesive Plasters
Media Promo & PR, Case study
Market United States
Agency J. Walter Thompson New York
Executive Creative Director Eric Weisberg
Production Th Productions
Released September 2011

Credits & Description

Category: Best Use of Special Events and Stunt/Live Advertising
Advertiser: JOHNSON & JOHNSON
Product/Service: BAND-AID
Agency: JWT NEW YORK
Media Agency: UM/J3, New York, USA
Chief Creative Officer: Peter Nicholson (JWT New York)
Executive Creative Director: Eric Weisberg (JWT New York)
Creative Directors: Rachel Birnbaum/Yana Goodstein (JWT New York)
Planner: Isabelle De Francesco (JWT New York)
Directors Of Integrated Production: Bill Finnegan/Caroline Coleman (JWT New York)
Director Of Content Production: Sergio Lopez (JWT New York)
Producers: Nathan Caffee/Matt Joyner (JWT New York)
Account Management: Chris Wilson/Kate Larado/Lisa Huang (JWT New York)
Production Company: (Th Productions)
Marketing: Hugh Dineen/Susan Tang/Bryant Ison/Bindu Shah (Johnson & Johnson)
Public Relations: Kristina Chang/Alex Holland (Johnson & Johnson)
Public Relations: Edwige Buteau/Jill Mcglynn/Jill Metzger (RF Binder)
Media Agency: Michael Levy/Benjamin Assor
Digital Agency: Matt Dufner/Corin Barnett/Jessica Maxwell (LBi)
Media placement: Outdoor Stunt - NYC: Lincoln Center In Front Of The New York Fashion Week Shows - 8 SEPTEMBER 2011
Media placement: Outdoor Stunt - NYC: & Fifth Avenue In Front Of Tiffany's On Fashion's Night Out - 8 SEPTEMBER 2011

Insights, Strategy & the Idea
People have worn Band-Aid bandages for almost a century. While kids love showing them off, adults don't. So our goal was to transform this functional household product, into a must-have fashion accessory. Band-Aid Brand partnered with designer Cynthia Rowley to develop a line of stunning bandages that we named Hurt Couture. The logic? If "fashion hurts," why not make hurt fashionable? Instead of going after mums and kids, we targeted fashionistas when they were likely to need a bandage.

Creative Execution
We launched our Hurt Couture Band-Aid collection at New York Fashion Week (the biggest fashion spectacle in the world) and hit the streets in the Glambulance: our fashion first-aid vehicle designed to treat actual fashion emergencies. Thousands of fashionistas in sky high heels and injury-causing attired sought “treatment” at our Glambulance, scooped up our bandages and submitted their fashion disaster stories to our Facebook contest. A traditional print campaign seeded our program and promoted our contest, while social media generated buzz before, during and after our event.

Results and Effectiveness
In just a matter of days, we earned over 80 million free media impressions (equivalent to running over 4 weeks of TV advertising) from top fashion sites and publications like Elle, The New York Times, Refinery 29, PopSugar, New York Magazine, Racked, MTV Style and Teen Vogue, as well as media outlets like The Today Show on NBC. Additionally, we solidified Band-aid Brand as a legitimate name in fashion, and maximised our exposure and interaction with the fashion set in their time of need.