J&J Partners With Disney to Create Online Teen Soap
March 18, 2009
LONDON—Johnson & Johnson has teamed up with Walt Disney Studios Motion Pictures to promote an online branded teen soap, “Celia and Chloe,” that will run in seven countries across Europe and Africa.
The 10 three-minute video diary “webisodes” promote J&J’s Clean & Clear, along with Disney’s “Hannah Montana the Movie.” They follow the adventures of two teenage best friends as they try to get a ticket to the European premier of the “Hannah Montana” movie.
Through an online competition, one viewer will win two tickets to join the characters at the London premiere on April 23, and will get to star in an episode of the soap.
Alyson Lockley, franchise director for Clean & Clear in Europe, the Middle East and Africa, said, “Our audiences—particularly for Clean & Clear—are young and very well-versed in communicating with brands and each other online. The webisodes are a powerful method of reaching our target audience in an engaging, efficient and measurable way.”
The soap episodes are being shown in the U.K., Russia, Greece, Portugal, Spain, Hungary and South Africa. They were created by production agency Coast for Aegis Media’s J&J team. Both J&J and Disney work with Aegis.
Ian James, worldwide director-integrated business for J Media Care at Aegis Media, said, “‘Celia and Chloe” is a fast and funny online teen soap. Teenage girls are savvy about advertising, and are hard to reach with traditional media. Online branded content enables us to target this group in a subtle and engaging way that would not be possible in a TV environment.”
“Celia and Chloe” will have a branded channel presence on leading local teen social sites, such as YouTube and Bebo in the U.K. An online, TV and print campaign is designed to drive teenage girls to view the soap.