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Advance Gakuen: Engaging Teenage Schoolgirls through Interactive Campaign

Advance Gakuen campaign aims to drive traffic to teenage girls by integrating TV, magazines, and mobile platforms to raise awareness of Acuvue Advance. Users who register receive a student ID for the Advance Gakuen experience, including an e-magazine called Gakuen Tsushin and the opportunity to share their contact lens stories. Popular model leads virtual classes on self-discovery monthly, encouraging user participation. Users can submit photos, movies, and stories via PC or mobile for a dynamic interactive experience.

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Advance Gakuen: Engaging Teenage Schoolgirls through Interactive Campaign

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  1. J&J ‘Advance Gakuen’ campaign Web site http://advance.jp.msn.com/ Student ID Student ID registration Traffic is driven across MSN and Windows Live platform to maximize reach to teenage school girls. Magazines Awareness of ‘Acuvue Advance’ is increased by an integrated campaign using TV, magazines and mobile. Registered users get ‘student ID’ to let them experience Advance Gakuen. Audio-visual room Users receive e-magazine called ‘Gakuen Tsushin’. Classroom Users are invited to submit their personal first-use of contact lens stories. A selection is compiled & broadcast on the site. Club activity Popular model held virtual open classes once a month on ‘finding new me’. Pre-hearing was conducted to promote active user participation. Posted from PC or mobile User could submit their photos, movies & stories.

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