Grandparents Frame
Johnson & Johnson
Issue 33 | December 2014
Agency
Impact BBDO Dubai
Creative Team
Executive Creative Director Fadi Yaish Creative Andreas Schwitter Philip Hovensjo¨ Anne Maro Huberts Senior Creative Designer Bana Salah
Production Team
Head Of Broadcast Production Emilie Haddad Production Company City Films, Beirut Director Marc Hadife Producer Nadine Lteif DOP Toufic Tabbal Editor Simon Habr Colourist Khalil Abourouss Post Lila Post Beirut Sound Audio Network
Other Credits
Account Director Leen Fakheriddin Account Managers Tanya Vahanian Alita Rodrigues BU-General Manager Talal Sheikh Elard Digital Account Manager Benjamin Schwartz Project Director Alexandre Guimaraes Technical Lead Wim Coetzee User Experience Specialist Faith Malimban UI Developer Tahir Kahliq
Date
February 2014
Background
Johnson's Baby liked to position themselves as people who had been helping to create indescribable moments for over 125 years.
The challenge was to build on that heritage in the Middle East, a region which had seen bewildering social and political change.
Of 24.3 million Lebanese, only 4.3 million lived in Lebanon.
In the previous three years alone, 2.5 million Syrians left Syria to start new lives elsewhere. Many young adults emigrated with their children, leaving their parents behind.
Idea
For Johnson & Johnson, there was an opportunity to reinforce what the Johnson's Baby brand stood for and to help reconnect grandparents in the Middle East with their grandchildren abroad.
Johnson's Baby gave away 500 digital Wi-Fi frames to 500 Middle-Eastern expat families in Dubai, for them to give to their parents back at home.
Of course, many grandparents were not adept with new technology, but with the wi-fi frames they did not have to do anything. Their children sent pictures straight from their smartphones to the digital frames, connecting grandparents with their grandchildren instantly and magically. Each frame could receive pictures from multiple phones, thus allowing more members of the family to contribute.
While Johnson & Johnson gave away the first 50 frames, the app was free to download for other families choosing to buy frames themselves.
Thousands of families were brought closer together by an idea that connected three generations.
Results
In less than a week, the YouTube video collected more than 1.5 million views, 148 views per minute. It currently has 2.3 million views and counting.
1 million people have been to the 'How to get one' section of the website.
There have been well over 41 million impressions and on Facebook there was a 1400% fan increase and 19,219 shares. The campaign generated huge media coverage across regional media channels including radio, TV, newspapers, magazines, blogs and expat forums.
Our Thoughts
Many consumers see marketing as the business of greed. Remember Bill Hicks? “If you’re in advertising, kill yourself. Seriously.” The video on YouTube has had 3.9 million views. http://www.youtube.com/watch?v=gDW_Hj2K0wo
If brands want to avoid being seen as exploitative then they have to be seen to be doing pleasant and friendly things. Like this. Where a lot of content creators might have got it wrong, thinking they should show Johnson’s engaging nicely with people, Impact BBDO have figured out it works better to show the brand enabling people to engage nicely with people.