Band-Aid: Job-Hunting in Sneakers

Plaster brand Band-Aid created a multiplatform campaign to appeal to younger consumers and, in the process, launched a new movement in the job-hunters' market in Japan.

Campaign details

Brand: Band-AidBrand owner: Johnson & JohnsonAgency: BBDO JapanMarket: JapanIndustries: Non-prescription, OTC productsMedia channels: Direct marketing, Outdoor, out-of-home, Public relations, Social mediaBudget: Up to 500k

Executive summary

This is a story about how Band-Aid transformed the untapped convention of job-hunting, which has been tormenting students in Japan, into a salvation movement to protect their emotional and physical wellbeing and, in the process, won their lifetime loyalty with a budget of just US$120k.

A new movement, Job-hunting in Sneakers, updated the convention of wearing uncomfortable leather shoes...

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