| Title | OPEN SPACE SIT-COM |
| Brand | JOHNSON & JOHNSON |
| Product/Service | BE-TOTAL, COMPEED, LE PETIT MARSEILLAIS, LISTERINE |
| Category |
A01. FICTION: SERIES OR FILM |
|
Contributing Company
|
PUBLITALIA Milan, ITALY
|
|
Media Agency
|
UM Milan, ITALY
|
|
Entrant Company
|
UM Milan, ITALY
|
|
Production Company
|
RADIO ITALIA SPA Cologno Monzese, ITALY
|
|
Production Company 2
|
BLACK MAMBA PRODUCTIONS Milano, ITALY
|
|
Production Company 3
|
ON AIR Milano, ITALY
|
Credits
| Giulia Mori |
UM Italy |
Brand Architecture Manager |
| Gabriele Buora |
Publitalia '80 |
Special Initiatives Director |
| Pietro Enrico |
Publitalia '80 |
Special Initiatives |
| Sonia Pellegrini |
Publitalia '80 |
Special Initiatives |
| Alessandro Mannucci |
|
Author |
| Riccardo Santoliquido |
|
Author |
| Elia Castangia |
|
Director |
| Michele Albero |
Johnson/Johnson |
Marketing Manager |
| Roberto Di Nicola |
Johnson/Johnson |
Marketing Manager |
| Gaetano Colabucci |
Johnson/Johnson |
Managing Director |
| Simona Di Blasio |
Johnson/Johnson |
Marketing |
| Silvia Quadrelli |
Johnson/Johnson |
Marketing |
| Francesca Pascucci |
Johnson/Johnson |
Marketing |
| Nerina Rodino' |
Johnson/Johnson |
Marketing |
| Oreste Mandara |
Johnson/Johnson |
Marketing |
| Alessandra Giaquinta |
UM Italy |
Managing Director |
| Elisabetta Clementi |
UM Italy |
Head Of Strategy |
| Diana Parrini |
UM Italy |
Strategy Manager |
| Rita Nobili |
UM Italy |
Senior Portfolio Manager |
| Carlo Messori |
UM Italy |
Evp Client Business Director |
The Campaign
Branded Entertainment in Italy is legal and quite de-regulated, as we face a lack of rules specifically related to this area. Branded Content/Entertainment is sometimes connected and compared to product placement from a regulatory perspective, despite the deep differences between these forms of advertising.
TV stations and other publishers tend to evaluate feasibility case by case, while it is common practice to have advertiser, agency/production company and broadcaster/publisher working together to give life to Branded Entertainment activities on a collaborative basis. More infrequent is the case of a brand creating and producing Content autonomously, to sell it later on the market.
Branded Entertainment is rising in popularity in the Country, with Clients from different categories trying new forms of Branded Content both on TV and digital.
Results
CHALLENGE:
In 2014 Johnson & Johnson wants its most beloved brands to become storytellers, offering consumers both an useful and entertaining content.
The brands involved - Listerine, Compeed, Be-Total and Le Petit Marseillais - have different marketing backgrounds, awareness levels, and communication objectives. The main challenge is to identify a “core storytelling” to embrace all brands with relevant and appealing contents, engaging multiple targets.
OBJECTIVES
Deliver brand values and product benefits in a more effective and distinctive way, increasing awareness and sales.
STRATEGY
For all brands, the consumer – mainly female 25-54, robust TV consumption – asks to be entertained while educated, while TV commercials mainly act as awareness boosters.
Putting the products in real-life situations, and recount use occasions in a humorous context makes brand communication truly relevant and engaging for target.
EXECUTION
“Open Space” is an original editorial Sit-Com, produced and sponsored by Johnson & Johnson brands, featuring funny characters in their everyday office routine.
The narrative plot presents health & well-being themes in real life situations: employees exchange tips and suggestions in a light and spontaneous way, showcasing all brands/products’ user experiences through a comic storytelling, thus creating a natural link to Johnson & Johnson’s products. While the Sit-Com remains unbranded, the brands sign every episode with opening/closing 10” product commercials.
Open Space runs every day for two months with strong endorsement by the publishers. All episodes are hosted in a dedicated section of a female lifestyle website, together with advertorial contents.
Activity is completed by TV infomercials for all brands, developing a narrative continuity with “Open Space” Sit-Com , through language, themes, characters. Visibility is empowered by short TV versions and web scheduling. and digital adv and editorial contents.
1) Open Space Sit-Com aired for 8 weeks on TV, with 2 fixed appointments every day on each of the following channels.
• La5 (free-to-air thematic channel)
• Mediaset Extra (free-to-air thematic channel)
• Mediaset Premium channels Joy, Comedy, Studio Universal (pay-tv)
2) Graphic bumpers inviting to follow the Sit-Com aired on Canale5 (Italian free-to-air main TV channel) during all the period.
3) Open Space Sit-Com episodes were hosted on a targeted editorial website, http://www.donnamoderna.com/salute/vivere-meglio/open-space together with advertorial contents.
4) A Facebook posting campaign was implemented during the activity, pushing every episode with teasing contents.
The project represents a truly first to market communication initiative, because of its outstanding results, quality of execution and innovative approach. Consumers love edu-tainment: it works brilliantly on grounded brands and really helps brand salience. Branded Content – if coherent and well executed - has a clear impact on ROI.
The project proves very successful and ROI-efficient, and scores really high in both strategic and media results.
• 10 EPISODES. 400 TV RUNS. 8 WEEKS ON AIR
• 20 MILLION CONTACTS DEVELOPED BY OPEN SPACE SIT-COM
• 1000 MINUTES BRANDED TV CONTENT, 77% REACH ON CORE TARGET FOR THE WHOLE PROJECT
• EXCELLENT RESULTS ON BRAND AWARENESS FOR ALL BRANDS
• BRILLIANT SALES PERFORMANCES on all brands, with a stunning +13% SELL OUT FOR BE-TOTAL VS PREVIOUS YEAR