ASIA-PACIFIC – SINGAPORE, MAY 5, 2011 – FUSE Asia Pacific, an Omnicom Media Group company, launched last week a targeted and innovative content campaign for contact lens brand Acuvue that has just gone live on several YouTube channels in the region. This will be the first time that Johnson & Johnson Vision Care has worked on a multi-market digital content platform, and the first time that YouTube has worked with a FMCG company across a multi-market platform.
The campaign revolves around the phenomenally popular K-Pop reality show – MBC Star Audition – currently airing on MBC in South Korea and on YouTube for international audiences. FUSE conceived a strategy that connects Acuvue to their target audience via YouTube in South Korea, Taiwan, Hong Kong and Singapore incorporating sponsorship, celebrity integration and branded entertainment.
To enrich the channel, FUSE also conceptualized ‘Acuvue Stars’, customised content where Acuvue invited the cream of 8,000 K-pop wannabes, who originally auditioned for the show via YouTube, to re-audition and win a transformational makeover and ‘rockstar treatment’.
The final winners will be selected through a combination of user votes and a Johnson & Johnson judging panel and the grand prize for a lucky few is a trip to Seoul in late May to attend the finale of MBC Star Audition and to earn a private session showcasing their talent to a panel of celebrity K-pop judges for a shot at real stardom.
"Consumer engagement models are changing rapidly. Content that resonates with targeted consumer groups is in demand. The Acuvue activation is an example how brands can create powerful stories around its values – in this case transformation and discovering hidden potential – while delighting consumers with unique experiences.” said Ben Heyhoe Flint, Head of Asia Pacific, FUSE.
