o.b. Tampons Personal Apology

Due to a distribution problem in late 2010, o.b. tampons went off the shelves. Women were upset at the sudden loss of their brand, and Johnson & Johnson needed to apologize. Working with Lowe Roche I helped develop a customized song and music video apology for each person in the o.b. database. Using a custom audio track created by Keen, Flash effects and ActionScript 3 we took online personalization to a whole new level. The user not only hears their name sung by the talent, they also see it on the sheet music, written in rose pedals on the beach, sky written in the clouds, tattooed on the arm of the singer, and on a hot air balloon floating across the sky.

To say the site was a hit would be an understatement. Via an email campaign, the site was sent out to the 65,010 customers in the o.b. database. Social aspects were added to the site allowing those 65,000 users to share the video with their friends. Within 3 months the site was shared on Facebook just over a million times, and shared on Twitter 1.8 million times. The site generated 27 million unique visits, and was featured on the Ellen DeGeneres show and many other traditional media outlets.

The campaign won a slew of awards, a few of the awards won are:

  • Gold Clio Award – Public Relations
  • Bronze Cannes Lions – Public Relations
  • The Directory Big Won
  • Marketing Awards – Film Online:Single
  • Marketing Awards – Digital Websites/Microsites
  • Marketing Awards – Pushing the Boundaries
  • Gold and 2 finalist The Bessies 2012
  • Bronze London International Awards 2012
  • 2 Gold, 1 Silver, 1 Bronze Media Innovation Awards 2102
  • Gold Applied Arts Awards
  • 2 Honourees Webby Awards 2012
  • Ads of The Year 2012 – Globe & Mail
  • TED The ideas worth spreading

1 Comment

  1. Georges

    Why doesn’t one have any more access to this site for names music ?
    Thank you.
    I ‘m not english, i’m French of the Belgium.
    I speek an I do not write well, sorry

Leave a Comment

Your email address will not be published. Required fields are marked *