This is the first of a periodic installment that asks an agency guru to highlight a project from Google’s Creative Sandbox, an online gallery of standout campaigns that blend creativity and technology.
Winston Binch
Partner and Chief Digital Officer, Deutsch LA
My Pick: Band-Aid Magic Vision by JWT New York
In a Nutshell: An app that uses augmented reality to deliver short videos of Muppet characters that sing and dance when you hold your phone up to the bandage.
Stats From Case Study:
• 5 minutes average play time
• 115 million+ earned media impressions
• 50,000 views of YouTube video
Why I Wish I Did It: The best innovation work isn’t happening in marketing. It’s coming from the start-up and technology communities. More brands are starting to take invention seriously to drive consideration and business. One such brand that deserves praise is Band-Aid. To help turn “moments of pain into moments of delight” and better connect with kids and younger, more price-sensitive moms, it created Muppet’s Magic Vision. This tool adds value to the product and creates a deeper emotional connection to the brand. It’s not a knockout punch, but it’s a remarkable ad—something we need more of to ensure our marketing is relevant to the connected generation.
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