| Title | CLOUDSCREEN |
| Brand | NEUTROGENA SINGAPORE |
| Product/Service | SUNSCREEN |
| Category |
B01. FAST MOVING CONSUMER GOODS |
|
Entrant Company
|
DDB BRUSSELS, BELGIUM
|
|
Advertising Agency
|
DDB BRUSSELS, BELGIUM
|
|
Production Company
|
FUSE ADVENTURES IN AUDIO Singapore, SINGAPORE
|
Credits
| Peter Ampe |
DDB Brussels |
|
| Tim Arts |
DDB Brussels |
Art Director |
| Stefan Van Den Boogaard |
DDB BRUSSELS |
Copywriter |
| Dominique Poncin |
Ddb Brussels |
Head Of Strategy |
| Maarten Van Daele |
DDB Brussels |
Strategic Planner |
| Michael D'hooge |
Ddb Brussels |
Content/Insight Planner |
| Francis Lippens |
DDB Brussels |
Account Director |
| Geert Desager |
DDB Brussels |
Head Of Digital |
| Andreea Buescu |
DDB Brussels |
Web Design Lead |
| Ben Heip |
DDB Brussels |
Graphic Designer |
| Christophe Gesquière |
DDB Brussels |
Web Development |
| Kim Das |
DDB Singapore |
President Emerging Markets |
| Naiyen Wang |
DDB Singapore |
Regional Business Director |
| Vivian Zahringer |
DDB Singapore |
Associate Account Director |
Results and Effectiveness
Cloudscreen was launched as a test-case in selected pharmacies in Singapore.
Batch was sold out within a week's time.
Since it was a test-case, there are no further significant figures. We can only say that the Facebook post generated 300% more likes and comments than other Neutrogena posts, it was also picked up by international health blogs.
Creative Execution
Launching a campaign to have people use sunscreen on cloudy days might sound absurd. That is why we skipped traditional media and used the most powerful medium of Neutrogena: the products itself. We invented a new product: ‘Neutrogena Cloudscreen’. It protects your skin form UV rays on cloudy days. The substance is exactly the same as Neutrogena Sunscreen. We just changed the packaging and name of the product.
Insights, Strategy and the Idea
Saying ‘wear sunscreen on cloudy days’ might sound absurd, so instead of trying to make people use sunscreen through another awareness campaign, we invented a new product: ‘Neutrogena Cloudscreen’. It protects your skin form UV rays on cloudy days.
The substance is exactly the same as Neutrogena Sunscreen. We just changed the packaging and name of the product. By launching this ‘new’ product we woke up people and have them realize that it is necessary to use sunscreen, even when it is cloudy.