BAND-AID | MAGIC VISION | 2012
The moment you put on a Band-Aid, the curtain rises / BAND-AID "MAGIC VISION"
The instant a kid starts to cry from a scrape, Kermit pops up right on the Band-Aid and starts singing. Just hold up your phone, and an ordinary bandage turns into a tiny stage.
The problem
At the time, the bandage market was caught in fierce price competition with cheap store brands, and Band-Aid's sales were gradually being squeezed. Competing on the same terms as generic products simply wasn't a winning game.
The insight
The idea reportedly didn't start from a formal brief, but from a casual conversation with the brand manager, where they brainstormed ways to stand out on the spot. Everything grew from one simple observation: kids believe there's some kind of magic power in a Band-Aid.
The idea
When you scan a Muppets-themed bandage or box with an app, Kermit, Miss Piggy, or Gonzo appear in augmented reality, singing and dancing to help kids forget their pain. It's a bold idea that turns the bandage itself into a stage.
What happened
The campaign won the first-ever Gold in the Mobile category at Cannes Lions in 2012. A high proportion of people came back to experience it again, and earned media alone reportedly reached most of the target audience, which also helped drive an increase in sales. It also picked up numerous other awards, including at the One Show and the Effies.
Afterthought
Let's be honest, nobody actually enjoys the moment a bandage goes on. But if Kermit shows up right there, "I want to watch this" wins out over the sting. It's a nice reminder of how refreshing it can be to turn the product itself into the stage.
Awards
- Cannes Lions Gold 2012
