Campaign details
Brand: Band-AidBrand owner: Johnson & JohnsonAgency: BBDO JapanMarket: JapanIndustries: Non-prescription, OTC productsMedia channels: Direct marketing, Outdoor, out-of-home, Public relations, Social mediaBudget: Up to 500k
Executive summary
This is a story about how Band-Aid transformed the untapped convention of job-hunting – which has been tormenting students in Japan – into a salvation movement to protect their emotional and physical pain and eventually won their lifetime following, with a budget of just US$120k.
We selected channels that are unconventional, within our limited budget. Not only did we...