CLIENT: JOHNSON & JOHNSON | RELEASED: OCT 2006
CHALLENGE
Johnson & Johnson wanted to rise above the traditional toothbrush ad clutter and create a memorable interactive experience that leaves a lasting impression. They challenged Fuel Industries to create top-of-mind awareness for the Reach line of oral care products among the general Canadian audience, skewed toward 18-35 year old women.
STRATEGY
Women in the target age demographic are the sweet spot for the casual games audience, prefer game play content that is mentally engaging and respond to romantic storylines. Creating a great consumer experience meant working out how to present oral hygiene products in a fun, stimulating environment. How do you demonstrate the core message of a toothbrush, of dental floss, in an intriguing storyline? We developed an interactive animated mystery highlighting Reach products with a romantic plot to resonate with the female demographic.
CREATIVE & EXECUTION
To leverage brand recognition, we integrated Mr. Reach – the popular Reach mascot with the flip-top head - as the hero of our story. Players interact in his mystery adventure as he journeys through hard to reach places in Canada and around the world searching for clues to the location of his missing friend… the Narrator of his television commercials.
Players lead Mr. Reach through a story filled with hidden secrets and forbidden romance, exploring locations along the way to gather featured Reach products that will aid him in his quest to unravel the mystery. The mental challenge involves some lateral thinking to exploit Reach products capabilities beyond their traditional use. Players will need to use their toothbrush to scrub dirty items clean, in-between toothbrush to reach into small nooks, and flosser to hook items and pull things out in order to solve the mystery and uncover a romance that reaches across time.
Ballots are earned through frequent game play to win prizes including Reach products, trips throughout Canada, and a Grand Prize trip to Aruba.
