Advertiser: Johnson & Johnson
Product : Johnson’s Baby
Target: Women 25-34 (with children less than de 3 years old)
Network chosen : Canal Vie
Objectives
- Create a partnership between Canal Vie and Johnson’s Baby;
- Make every baby a Johnson’s baby;
- Position Johnson’s Baby as the baby-care expert.
Concept
Sponsorship of the series Quand Passe la Cigogne
Establish a 1-hour programming slot on Canal Vie dedicated to moms and/or family-themed shows, which would be presented daily by Johnson’s Baby (opening, middle and closing identification billboards) and advertised via a creative self-promo spot.
Production of eighteen (18) “Baby & Me” helpful hint segments presented by Johnson’s Baby, airing on Canal Vie and during Quand passe la cigogne “Birth announcement” phase including a 15-second recruitment spot and 15-second messages announcing a new birth every week (with the newborn’s name and photo, along with best wishes for the mom).
Exclusive visibility for Johnson’s in the “Être Parent” section on www.canalvie.com.
Components
15-second Quand passe la cigogne opening billboard – 10-second Quand passe la cigogne middle billboard – 30-second creative self-promo – “La Douce Heure Johnson’s” ID billboards – 15-second “birth announcement”