| Title | DISTANCE |
| Brand | JOHNSON & JOHNSON |
| Product/Service | LISTERINE |
| Category |
A02. OTC Applications |
|
Entrant Company
|
J. WALTER THOMPSON ITALY Milan, ITALY
|
|
Advertising Agency
|
J. WALTER THOMPSON ITALY Milan, ITALY
|
|
Media Agency
|
UM Rome, ITALY
|
|
Production Company
|
FILMMASTER Rome, ITALY
|
Credits
| Sergio Rodriguez |
J. Walter Thompson Italia |
Ceo And Chief Creative Officer |
| Enrico Dorizza |
J. Walter Thompson Italia |
Chairman/Chief Creative Officer |
| Flavio Mainoli |
J. Walter Thompson Rome |
Executive Creative Director |
| Massimiliano Traschitti |
J. Walter Thompson Rome |
Art Director |
| Antonio Codina |
J. Walter Thompson Rome |
Copywriter |
| Valeria Della Valle |
Post Atomic |
Agency Producer |
| Cristina Barbiero |
J. Walter Thompson Italia |
Client Service Director |
| Francesca Costanzo |
J.walter Thompson Rome |
Account Manager |
| Elisabetta Zauli |
J. Walter Thompson Rome |
Account Executive |
| Giorgio Varano |
Director |
Director |
| Fabrizio Razza |
Filmmaster Roma |
Executive Producer |
| Michela Fiaschi |
Filmmaster Roma |
Producer |
The Brief
The campaign had two objectives: create new consumers through the direct experience of the product and communicate Listerine's new positioning. The interactive billboard, located in two malls in Rome and Milan, for two days, resembles an ordinary poster. People, intrigued by the call to action, spontaneously approach the billboard. This is the key moment: the actor, filmed in real-time, interacts with the approaching people. The closer they are, the greater the involvement. That's what happens inside the Listerine Distance. The campaign wants to prove that only having the self-confidence, given by a perfect oral hygiene, you become capable of entering other people's intimate zone, establishing new relationships
Creative Execution
Exploiting the studies on proxemics, we demonstrated the existence of a physical distance within which you cannot feel indifferent towards other people. We called it, the Listerine Distance. We put an interactive billboard in two malls, we asked people to enter within this distance, living the 'magic' experience of coming close to other people. The billboard resembles an ordinary poster, but when people approach the media, intrigued by the call-to-action, the actor, filmed by a camera, interacts with them. The closer they are, the greater the involvement they feel. Until they reach the 60 cm distance, where the passer-byes cannot resist smiling. That's what happens within the Listerine distance. The billboard also works as a free sample machine: the target lives in first person what happens when they take courage and approach another person, linking this experience to Listerine,
thanks to the Listerine free product sample they have just received
The videocase of installation was a complete success: 780 free sample delivered in only two days. The video of the installation was shown on news websites, shared on Youtube and social networks, reaching 1.8 million contacts through earned media, while the overall cost of the operation was only 22K. We had a 22% increase of the visits the week following the installation. In addition, the perception of the brand actually changed: thanks to the Listerine Distance, the product became a perfect tool to create and improve relationships.
We mainly operated on two channels: direct experience on the territory and the web planning of the
videocase. In the first case, we chose two large size malls, in Rome and Milan, with a great turnover of people.
In this way the media has become a key player in communication and for the product sampling. In
the second case, the planning took place mainly on social networks, catching the younger target.
The Listerine website became the heart of the operation. There you could see the video and that's
where we canalized all the shares