Magic Vision started like a lot of our invention initiatives, not with a formal brief, but with a small team that had a big idea. The idea was simple - we wanted to turn the BAND-AID bandage itself into an experience that would turn moments of pain into moments of delight. Our challenge was to connect with the target audience, primarily moms, differentiating the BAND-AID Brand bandages from store brands - especially for younger, more cost-conscious moms. We also wanted to create an experience that would be accessible "out in the world" - on the playground, in places where cuts and scrapes happen.

Launch the campaign
Published
September 2012
Topics

The Story

Magic Vision started like a lot of our invention initiatives, not with a formal brief, but with a small team that had a big idea. The idea was simple - we wanted to turn the BAND-AID bandage itself into an experience that would turn moments of pain into moments of delight. Our challenge was to connect with the target audience, primarily moms, differentiating the BAND-AID Brand bandages from store brands - especially for younger, more cost-conscious moms. We also wanted to create an experience that would be accessible "out in the world" - on the playground, in places where cuts and scrapes happen.

We wanted to use BAND-AIDS to create an emotional bond between parents and kids. And we used Augmented Reality to achieve this. When a parent applies a Muppets BAND-AID and scans it with the Magic Vision app, they can swing Kermit while he plays his banjo (thanks to the accelerometer), take photos with Miss Piggy as she strolls the red carpet (thanks to the camera), and interact with Gonzo's amazing stunts (thanks to the touch screen and vibrating feedback).

The Technology

The Results

People spend a significant time with MAgic Vision while endorsing it to others. Why? Because it creates an emotional bond between parents and children, it amplifies the magic that comes from a BAND-AID and it provides distraction for kids to entertain away the hurt. Users gave it 4.5/5 stars on the iTunes store and it has garnered a 12.5% app “like rate”—exceeding 10% industry benchmark. It won a Cannes Gold Lion in new mobile category and achieved 115 million+ earned media impressions.

5

minutes spent on avg playing

30

percent of users open the app 7+ times

118

team members working on this project

Launch Date April 26, 2012