Bronze Winner

TV/Cinema/Online Film — Best Use of Innovation

Entrant: Lowe Roche, Toronto

o.b. tampons
"A Personal Apology (Just For You)"

Description of the Project

Due to a distribution problem in late 2010, o.b. tampons went off the shelves. Loyal users were upset at the sudden loss of their brand, and we needed to apologize. So, we sent an email to each of the 65,010 women on the o.b. database, including a link to their own personalized music video, A Personal Apology (just for you). A singer crooned their personal, apologetic ode, while they saw their names written in rose petals, skywriting and more. We also offered a coupon toward their next o.b. purchase. We received a 61% email click through rate and within three months over 1 million Facebook shares, 1.8 million Twitter impressions, nearly a million coupon downloads, worldwide media placements and over 27 million unique visits to the website.

Music Production Company: Keen Music, Toronto Sound Design Company: Keen Music, Toronto Editor: Mark Hajek Editing Facility: FIN Films, Toronto Technical Director: Nery Orellana Flash Developer: Scott Morgan & William Chung Digital Strategist: Leshanne Pretty Interactive Producer: Kevin Quan Cinematographer: Alex Bussieres Executive Producer: Bruce Dawson Director: Christian Langois Production Company: The Garden, Toronto Agency Producer: Liz Walker Art Director: JP Gravina Copywriter: Simon Craig Creative Directors: Steph Mackie/Mark Biernacki Agency: Lowe Roche , Toronto Account Services: Leslie Uy & Adrian Goodgoll Agency Account Director: Amanda Gaspard Corporate Name of Client: Johnson & Johnson Canada

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