BotoxVista: Demon face
Casey Grant and Adam Weiss
Campaign details
Brand owner: AllerganLead agency: McCann Healthcare JapanBrand: BotoxVistaCountry: JapanIndustry DTC prescription productsChannels used: Earned media, buzz, Internet - general, Internet - microsites , Internet - search , Newspapers, Other and ambient media, Outdoor, out-of-home, Word of mouth, advocacyMedia budget: 500k - 1 million
Executive summary
This case study describes how Allergan needed to find a unique way to attract the attention of 40 to 64-year-old Japanese women for its cosmetic product, Botox Vista. In a country where...