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BAND-AID: AUGMENTED-REALITY APP
Johnson & Johnson hired powerhouse New York City marketing agency JWT to create the augmented-reality Magic Vision app for Band-Aid’s popular Muppet-theme
HELP REMEDIES: INTERACTIVE AND POP-UP STORE Help Remedies, a New Yorkbased seller of first-aid products, kicked boring pharma marketing up a notch with What’s Wrong U.S.? (whatswrongus. com), an interactive website that tracks ailments like blisters, stuffy noses and sleeplessness across regions, based on weekly retailer data. Additionally, for the month of November, the company crossed into retail, opening a hip-looking pop-up pharmacy in Washington, D.C., offering relief for all kinds of pain, from headache pills to a 'relationship judge' to help people with heartache.
Live window displays enacting blister-inducing situations and bouts of nausea attracted foot traffic; the Night Pharmacy cocktail bar helped draw in customers, too. These are 'very, very good ideas,' JWalk’s Milligan says. “I have always been a big fan of repackaging basics and using design and communication to present things in a more compelling way.” Lesson: If you add value to customers’ lives with real content and helpful, fun services, they won’t soon forget you.
bandages. Once the app has been downloaded to a smartphone, it can be used to scan a bandage and unlock cute animations featuring Kermit and friends. The objective, according to JWT, is to ‘turn moments of pain into moments of delight’ and to distinguish the product from a slew of generics that vie for the attention of impressionable young minds and their moms. The campaign has earned over 115 million media impressions, and the app has a 4.5/5-star rating on iTunes. “Expanding on a product’s usefulness as an activation device for technology has a lot of potential,” says Michael Milligan, Chief Creative Officer of New York City-based JWalk, a marketing agency whose clients include Lacoste and fitness club, Equinox. “It allows Band-Aid to have a new relationship with their audience and opens up the concept of healing in new and innovative ways,” adds Milligan. Lesson: Incorporating cool, on-point technology helps you stand out in a crowded market and woo techsavvy consumers.
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