Johnson & Johnson awards Acuvue Define digital duties to Ogilvy in China

The Ogilvy team won the account after a competitive pitch that reportedly involved two other undisclosed agencies in late April.

OgilvyOne is tasked with managing the overall digital communication planning, creative and production, while Neo@Ogilvy will oversee digital media planning and buying.

“Being able to hire one agency to drive both creative and media integration was definitely a deciding factor for us and will certainly simplify things in the day to day running of the business,” said Tian Zhang, digital marketing manager for Johnson & Johnson Vision Care.

Chris Reitermann, president of OgilvyOne China and Ogilvy & Mather Group Shanghai, pointed out that laser eye operations are still relatively rare in China and not considered as a first option for most consumers.

"The vision care market is still focused on eye glasses followed by a growing need for contact lenses. The opportunity for Acuvue Define beauty contact lenses is huge," he added. 

The agency’s main challenge is to convert prospects into trialists and increase usage. Hence the upcoming campaign will focus on driving trials and in-store traffic, he added.

“The digital space is the ideal environment to reach and engage fashion and beauty conscious Chinese consumers,” said Reiterman.

Ogilvy has worked on other J&J accounts including BandAid and Listerine, as well as handling J&J's marketing efforts for the Beijing Olympics.

Acuvue Define are beauty circle contact lenses that enhance the wearer’s appearance by making their eyes appear larger and more defined. Target consumers are 20-35 years old, white collar women who are confident, knowledgeable in health, natural beauty conscious and willing to pay more for quality.

Last month, OgilvyOne China hired Lars Bjorge as its digital lead.