Playstreet
Johnson & Johnson
Issue 48 | September 2018
Agency
BBDO Guerrero
Creative Team
Creative Chairman, Copywriter David Guerrero Executive Creative Director Federico Fanti Creative Director, Copywriter Rachel Yulo Creative Director, Art Director Liz Castan~eda Copywriter Frances Cabatuando Art Directors Michelle Co, Bern Cordora Designers Gab Garcia, Franco Villaflor Associate Creative Director, Illustrator Nico Zapanta Freelance Illustrator Jano Gonzales
Production Team
Production House Flare Manila Head of Integrated Production David Wright
Other Credits
General Manager Ombet Traspe Client Service Director Ethel Datario Account Director Kaye Sordan Senior Account Manager Jeshia Abjelina Account Manager Dorcas Torres Strategic Planner Nat Sumpaico Head of Digital Roshan Nandwani Innovations Director Anna Bigornia Digital Experience Manager Oleg de Leon Digital Trainees Miguel Sietereales, Marcus Ramos
Date
March 2018
Background
Johnson & Johnson sold products such as soap, shampoo and powder to help clean active children and wanted to promote outdoor play as part of healthy child development. However, in The Philippines children often have no choice but to play on the street. Because the country suffers from “the world’s worst traffic” (according to Waze), sidestreets often become rat- runs for speeding commuter traffic. On top of that, signage is usually either absent or inadequate. This all led to over 30,000 children involved in accidents per year.
Idea
Parents and kids were invited to identify on Google Maps and StreetView the streets on which they played. Then kids were invited to unleash their imaginations to draw the sort of monsters that would get any speeding driver to slow down.
Partnering with local community groups, these were then painted onto the actual roads. At the same time, drivers could download Playstreets onto their mobiles. Whenever they used Google Maps for navigation, the monsters would be marked on their route to alert them to slow down.
Results
Sales of Johnson & Johnson’s Active Kids range of products grew 21% - representing a massive ROI of 301% and leading to further investment in the campaign.
There were 164 million media impressions garnered from the campaign.
Our Thoughts
I love the connection here between the digital and the actual worlds. My guess is that Playstreets had to be downloaded and wasn’t made generally available in Manila by the Google Maps team, who have not, in my experience, been friendly towards brands. In other words, there was something of a barrier to be overcome for this to work as more than just a PR story. That said, I’m sure there were plenty of commuters who were also parents. They would have downloaded the app because their kids wanted them to, looking out for virtual monsters whenever they drove across town.
The 3D real monsters painted on the streets do a job in their own right but reinforce the value of the app and even drive motorists online to learn more.