Jul 16, 2009

Neutrogena | Sun Stopper | Regional

Johnson & Johnson is attempting to create a solar eclipse online to promote its Neutrogena Ultra Sheer sun block product across the region.

Neutrogena | Sun Stopper | Regional
The DDB Singapore-developed project, SunStopper, will claim the century’s longest and most dramatic solar eclipse on the morning of July 22 in China, India and Japan.

The campaign will aim to communicate to consumers that though an eclipse offers them protection against the sun for six and a half minutes, the remaining half a million minutes of the year are best served by Neutrogena Ultra Sheer.
 
A microsite is at the centre of the integrated drive to pique consumers’ interest till the day of the eclipse. The site features a ‘live’ counter, downloadable widgets, a blog and video. Traffic to the site is further being driven through social media sites including Facebook and YouTube .
 
The aim is to have as many visitors as possible watching the eclipse ‘live’ on the site. And as the eclipse nears its end, the site will reveal Neutrogena promotions and products.

Kim Das, VP regional director at DDB Asia Pacific, said, “SunStopper represents a whole new way of driving engagement in a category saturated with meaningless claims. It’s a really simple idea with a powerful message that will be executed for a fraction of the marketing budget.”







Credits:

Project Sun Stopper
Client Johnson & Johnson
Creative agency DDB Singapore
Creative directors Neil Johnson, Joji Jacob, Jeff Cheong
Art directors Teng Run Run, Martin Loo, Alfred Lim, Juliana Li
Copywriters Vanessa Goh, Teng Choon Yeng, Dawn Yang
Account servicing Aivonne Chong, Aisha Lo, Azny Juffri
Exposure Online
Source:
Campaign Asia

Related Articles

Just Published

6 hours ago

Agency Report Cards 2024: We grade 25 APAC networks

The grades are in for Campaign Asia's 22nd annual evaluation of APAC agency networks. Subscribe to read our detailed analyses.

7 hours ago

Agency Report Card 2024: VML

Working through a complex merger in 2024, VML remained steady and stable. Now it's time to show the world how it can flex its scale to creative benefit for all to see.

7 hours ago

'If it doesn’t entertain, don’t even enter': ...

Nearly 80% of the Film Lion winners used humour as a narrative style. McCann’s APAC chief creative officer and Film juror Valerie Madon explains why funny work works, short-form is trickier than it looks, and why the best films sell more than just a feeling.

8 hours ago

Canva plugs MagicBrief into the creative feedback loop

By acquiring MagicBrief, Canva is blending AI-powered insights with real-time design iteration—turning creative guesswork into scalable, data-backed storytelling for enterprise teams.