Gamification case study: Johnson & Johnson helps 'babylagged' parents

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The Johnson’s Baby Bedtime bath ad was positioned as fun test for parents to work out how tired (or ‘babylagged’) they were, to promote the sleep, encouraging properties of the bedtime bath product. Using Say Media's Ad Frames format, the campaign was not designed with dominant sales messages. At the completion of the game, players were invited to get more information, which directed them to the Johnson & Johnson baby advice site.

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Brand: Johson & Johnson | Sector: FMCG, Healthcare | Country: UK | Objective: Build brand engagement, drive sales | Format: Display advertising | Agency/ Partner: Say Media

The first game was a reaction test, in which the player had to click on as many bath ducks as possible in 30 seconds, as they appeared and disappeared among the bubbles. Other challenges included a puzzle game that involved fitting toys into a drawer, and memory challenge game. The player’s performance was turned into a ‘Babylagged’ score.

Campaign Stats

Full results for this campaign are confidential, but tired parents still found the time to spend playing this Johnson & Johnson campaign. As a result, Babylagged clocked up the longest average time spent for a camapign of its type.


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