J&J - The Show must go on!

The popularity of dramas in many Asian countries is well known, especially over the last years when the "Korean Wave" swapped the region and made their dramas one of their export hits. Building a campaign around tv dramas is exactly what J&J Thailand has done with it's contact lense brand Acuvue. They have created a short story series featuring in the lead role an actual customer, the actress Jessica Pasaphan. With this campaing they try to raise brand awareness among young women, and what is better than getting them hooked on a show while promoting their product.

It shows again, know your customer well and try to find new mediums to reach them in a effortless seaming way. As long as the drama does not make you feel like you are watching a non-stop commercial things should be ok.