J&J Global World Cup Work Inspires 'Care Champions'

Johnson & Johnson’s central, global World Cup TV creative, part of its umbrella ‘Care Inspires Care’ platform, is largely standard, upbeat international advertising family fare.

The TV work offers the classic mix of celebratory fan and football footage, spectacular shots of the host nation and emotive consumer-product vignettes – edited with the appropriate mix of ethnicity, gender, age and country and set to sweeping, inspirational music.

The creative also carries a further international element of the campaign, a branded graphic device called ‘Care Inspires Care Infinity Ribbon’ which aims to ‘symbolise the caring touch that J&J brings to the FIFA World Cup.

The US based conglomerate is the Official Healthcare Sponsor of 2014 FIFA World Cup Brazil (the first time this category has been in action during the World Cup), which sees Johnson & Johnson provide all the competing team physios, doctors and volunteers with healthcare backpacks (full of J&J brand health-related products – and even a branded defibrilator).

The hub of its campaign activation is a central global platform called ‘Care Inspires Care‘ (or Carinho Insparinho Inspira Carinho’ in Portuguese).

This aims to reflect and spread the brand’s underlying philosophy of encouraging selfless acts of care – big and small – with the goal of making the world a more caring place.

It centres around a digital site that also connects its wider work with the World Cup by highlighting famous tournament ‘moments of care’ on the pitch through links to images and film: such as when Pele and Bobby Moore swapped jerseys in 1970 as a sign of personal respect, when Di Canio spurned an open goal to stop play when the opposition keeper was injured,

and when Mattaus consoled his defeated English opponent before celebrating with his teammates.

The initiative also saw the company air its first corporate brand advertising in the host country Brazil – which included a highly emotive, parent-child spot built around ‘acts of caring’.

Also, in the two months before the tournament began, J&J rolled out an international CSR ‘Champions Of Care’ activation strand.

This program aims to recognise the unsung people who perform inspirational acts of care to better the health and well-being of others and to rewarding caring among J&J’s own employees, FIFA volunteers and consumers.

It was launched with a call for nominations programme that included online film such as this spot led by Mexican TV star Karla Martinez,

which invites consumers to nominate their hero carers through the campaign’s website at http://www.careinspirescare.com.

There was then a public vote for the winners who were rewarded with VIP World Cup trips.

This was a global initiative run on a regional basis which included strands in Latin America,

EMEA,

and USA.

A further add on to J&J’s ‘Care Inspires’ Care’ central idea was a set of ‘Caring For Your Team’ initiatives in local markets that offer product-specific spots – such as Listerine,

with a ‘Road 2 Brazil’ country-specific consumer promotion and ticket.

The international ‘Road 2 Brazil’ contest, which stretched from the USA to Malaysia and included a travelling J&J roadshow running through March and April, offered winners a VIP trip to the opening ceremony and first match in Sao Paulo.

Another product specific, local market strand of J&J’s World Cup activity was its UK and Ireland Vision Care division’s ACUUVE campaign which offered customers at participating practices signing up a contact lens trial to also enter a competition to win tickets to the World Cup via an in-store and online campaign that drew links between clear vision and successful footballing performance.

Comment

Johnson & Johnson (J&J)’s World Cup activation follows the path it first took with its work around the 2013 Brazil Confederations Cup as its aims to use its FIFA partnership to reach a worldwide audience to ignite what it describes as ‘a movement of caring’.

While much of the international creative is fairly standard, which is perhaps not that surprising for a first time FIFA sponsor, the inspiring CSR work on the ground and some of the company’s local market work is much more notable and impressive.

Particularly its blood donation drive in the host nation Brazil – an admirable activation and one that is appropriate to both brand, market and property.

See case study

And the bravery of its US strategy which had little to do with the World Cup or with football itself.

Was this showing an understanding of the property’s standing (and soccer’s standing) in that country, or was it a failure to realise that the sports reach in America has now shifted dramatically?

See case study

Links

J&J World Cup Global TVC Youtube

https://www.youtube.com/watch?v=AJWs4YOpIMs&feature=youtu.be

J&J FIFA PR Website

http://www.jnj.com/caring/patient-stories/Kicking-Off-A-Global-Movement-Of-Caring-In-Brazil

J&J Care Inspires Care Website

http://www.careinspirescare.com/

J&J Care Inspires Care Brazil Facebook

https://www.facebook.com/carinhoinspiracarinho

J&J Care Inspires Care USA Facebook

https://www.facebook.com/careinspirescare