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11 December 2020
Inside Band-Aid's small-budget success with students
Plaster brand Band-Aid won the Grand Prix for channel integration at the WARC Media Awards this week for a multiplatform campaign in Japan to appeal to young people hunting for their first jobs.
Why it matters
Band-Aid’s victory is a lesson in how small budgets can sing when smart creative and media strategies are deployed across a well-chosen set of platforms. It is also the story of the market leader (48% of total market) using sophisticated communications work to differentiate its products and justify a price premium in a growing and ever more competitive market.
Speaking to students
The campaign, by BBDO Japan for Johnson & Johnson’s Band-Aid, spoke to students about to embark on their first job-hunt, a high-pressure, shoe-leather process in which they are expected to attend many interviews all while wearing uncomfortable smart shoes. Blisters, then, are practically mandatory.
With a mission to support those “trying to live their best life,” the strategy would be to talk about protecting people from pain by advocating for sneakers to be allowed at job-interviews.