Title	DISTANCE
Brand	JOHNSON & JOHNSON
Product/Service	LISTERINE
Category	B02. Use of New Technology in a Promotional Campaign
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

Name	Company	Position
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. In the last years, Listerine has been communicated and perceived as a utilitarian good: a mouthwash for a complete oral hygiene. We communicated that Listerine is much more than this, by using an insight relevant for our target. Listerine is an indispensable tool that dispenses self-confidence helping us come close to other people, establishing new relationships. Using an interactive billboard, we made our target directly and personally experience the campaign's idea

Campaign Success

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.

Describe the success of the promotion with both client and consumer including some quantifiable results

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. 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

Explain why the method of promotion was most relevant to the product or service

To launch the new positioning for Listerine and have consumers try the product, we created an interactive billboard with a double purpose: an installation capable of interacting with passer-byes and a free sample machine. Exploiting the studies on proxemics, using an interactivebillboard, we demonstrated the existence of a physical distance - approximately 60 cm - where people cannot remain indifferent to each other. We called it, the Listerine Distance. We asked people to overcome this distance, living the 'magic' experience of coming close to other people. The target, while directly experiencing the Listerine Distance, also receives a free product sample.