UP CLOSE & PERSONAL by OMD FUSE, OMD Sydney for Carefree

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UP CLOSE & PERSONAL

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Industry Feminine Hygiene
Media Promo & PR, Case study
Market Australia
Agency OMD FUSE
Agency OMD Sydney
Released May 2009

Credits & Description

Category: Best Use of Branded Content
Advertiser: JOHNSON & JOHNSON PACIFIC
Product/Service: CAREFREE SANITARY PRODUCTS
Date of First Appearance: May 3 2009 12:00AM
Entrant Company: OMD FUSE, Pyrmont, AUSTRALIA
Entry URL: http://www.myspace.com/upcloseandpersonal2009
Communications Strategist: Eb Yusuf (OMD Fuse)
Communications Director: Kate Sutton (OMD Fuse)
Director OMD Fuse: Alistair Henderson (OMD Fuse)
Communications Executive: Lucy Chappell (OMD Fuse)
Account Manager: Kerry Baranov (OMD)
Business Director: Dan MacKinder (OMD)
TV Buying Manager: Tia McCann (OMD)
TV Buyer: Ashleigh Tennant (OMD)
Digital Strategist: Antonia Howe (OMD)
Digital Planner/Buyer: Erin Moss (OMD)
Marketing Manager: Jason Wegrzyn (Johnson & Johnson)
Senior Brand Manager: Gladys Peters (Johnson & Johnson)
Account Manager: Nathan Young (mcm)
Account Executive: Rosemarie Raphael (mcm)
Media placement: Radio - Spot Schedule - mcm Syndicated National Radio Programmes - 03/05/2009
Media placement: Online - Display - Thehothits.com.au, MySpace, Facebook - 03/05/2009
Media placement: Radio - Integrated Live Reads - mcm Syndicated National Radio Programmes - 03/05/2009
Media placement: Online - Video Streaming - Thehothits.com.au, MySpace - 03/05/2009
Media placement: Online - Microsite - Thehothits.com.au - 03/05/2009
Media placement: Online - Custom Community - MySpace - 03/05/2009
Media placement: TV - Spot Schedule - MTV - 05/07/2009
Media placement: Magazine - Full Pages - Famous Magazine - 03/05/2009
Media placement: TV - Branded 30' Programme - MTV - 05/07/2009

Results and Effectiveness
•Over 1.3 Million teen girls saw the campaign •There was an 85% increase in teen girls who agreed with the statement “Carefree Slims is a brand that understands me better than the others” amongst those who saw the campaign* •Girls started their own forums online about the programme •The events were secretly filmed & posted on YouTube •On MySpace we generated 750+ friends & 450+ comments •We generated 20,225 entries to our competitions, 5 times more entries when compared to 4 similar promotions featuring international music artists with mcm *GalKal 2009

Creative Execution
We developed an interview series called “Up Close & Personal with Carefree Slims” with the go-to music media brand for teens, The Hot Hits. This was a 3-part series hosted by local “It” girl & tabloid favourite, Ruby Rose. Ruby interviewed A-Listers Lily Allen & Katy Perry as well as Australia’s most successful Australian Idol contestant, Jessica Mauboy. We ran 3 promotions to win tickets to the exclusive events with the opportunity to ask the stars a question in the intimate setting. These promotions ran on: •A custom microsite www.thehothits.com.au/upclose •A custom MySpace community www.myspace.com/upcloseandpersonal2009 •A spot schedule on MTV & mcm radio driving to the Hot Hits site •Magazine ads pointing to the Hot Hits site •An online display schedule across MySpace & Facebook The episodes were streamed on the Hot Hits & MySpace as well as 3 x 30-minute specials on MTV + repeats (8 screenings in total).

Insights, Strategy & the Idea
SanPro is traditionally a low interest category. On top of this, Carefree Slims was losing relevance with its teen audience. Teen girls felt that Carefree Slims was outdated and dowdy. We needed to build relevance to make them feel this was a brand that actually understood them. We knew that our target hunt for things to enhance their social connectivity and build credibility among their friends. They are very conscious of how the brands and celebrities they associate themselves with define who they are. All of this was very closely linked to music. They craved music exclusives to build status with their friends. One of the highest forms of social currency was in gaining exclusive access to their idols. Our challenge was clear – we needed to provide teen girls with exclusive access to the pop-stars they idolised.