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January 2007 - Strategy Magazine
Upfront

Mr. Reach woos the ladies

by Terry Poulton
page 8

He's no Casanova, but Montreal-based Johnson & Johnson Canada is hoping a new advergame starring goofy spokes-cartoon "Mr. Reach" will appeal to women 25-55. Early results are good: within a week of launching, "The Mouth of Mystery," built by Ottawa-based interactive agency Fuel Industries, had attracted 15,000 unique users. Participants earn a chance to win trips or instant prizes for each phase of the game they complete.

Mr. Reach should be a familiar, er, face to the target demo: during the '80s and '90s, he starred in a series of J&J TV spots. Now he's searching for a missing friend, stumbling from B.C. to Europe to the Caribbean. Of course, he uses Reach products as tools to unlock clues about a pair of star-crossed lovers along the way.

Victoria Cruz, J&J Canada's group product director, women's health and oral health and beauty, expects to attract 70,000 participants during the effort's 12-week run, which wraps up at the end of February.

The game, which is also running in the U.S., is supported by a strong viral component - users can bump themselves ahead by referring friends to the contest. And, Fuel has posted a trailer for the game on YouTube.

Cruz explains why they've made Mr. Reach 'a playah' visiting "hard to reach" places around the world: "Reach is the brand that has become synonymous with cleaning the hard-to-reach places in the mouth," she says. "As for the game's target consumers, we know that women control or influence as much as 92% of oral health care products purchases in Canada, and as much as 47% of online gaming."

www.reachmystery.ca - with files from AB

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