Johnson & Johnson
OB “No Borders” SMS and web promotion
Our team worked closely with Lowe and undertook the task of designing and implementing an innovative SMS and web promotion for the OB brand. The 2006 campaign, “No Borders”, kicked off in April and focused on creating a strong link between OB and photography.
The Campaign
The campaign was based on a photo contest. Participants would visit the “No Borders” website and upload their favourite photo related to Fashion, Travelling or Clubbing via MMS, mail or the web. Alternatively, users were given the option to participate by voting for existing photos on the website or through the Athens’ Voice weekly magazine. Participants could vote via the web or SMS.
A special interactive application was developed to receive photos from all available channels and votes via SMS or the web.
For the web entries, Upstream designed and developed a promotional site, linked online with the SMS platform, refreshed regularly with tips for Fashion, Travelling and Clubbing for young people, thus conveying the exciting feeling that the promotion was always ‘live’.
Prizes
The participant that sent the most popular photo on each section (Fashion, Travelling or Clubbing) of the website won a €2,000 gift certificate for Diesel products. Additionally, participants that voted for photos displayed on the website or Athens’ Voice magazine, automatically entered a draw for 3 more €2,000 Diesel gift certificates. Everybody was invited at the big OB party at the end of the promotion! The campaign won a silver award in the 2006 ERMIS advertising awards.
The results of the promotion were accurately forecast beforehand by Upstream and they represented a significant revenue source 
Our team worked closely with Lowe and undertook the task of designing and implementing an innovative SMS and web promotion for the OB brand. The 2006 campaign, “No Borders”, kicked off in April and focused on creating a strong link between OB and photography.
The campaign was based on a photo contest. Participants would visit the “No Borders” website and upload their favourite photo related to Fashion, Travelling or Clubbing via MMS, mail or the web. Alternatively, users were given the option to participate by voting for existing photos on the website or through the Athens’ Voice weekly magazine. Participants could vote via the web or SMS.
For the web entries, Upstream designed and developed a promotional site, linked online with the SMS platform, refreshed regularly with tips for Fashion, Travelling and Clubbing for young people, thus conveying the exciting feeling that the promotion was always ‘live’.
The participant that sent the most popular photo on each section (Fashion, Travelling or Clubbing) of the website won a €2,000 gift certificate for Diesel products. Additionally, participants that voted for photos displayed on the website or Athens’ Voice magazine, automatically entered a draw for 3 more €2,000 Diesel gift certificates. Everybody was invited at the big OB party at the end of the promotion! The campaign won a silver award in the 2006 ERMIS advertising awards.