The idea: For 6min 39sec, the Moon will block and protect you from the Sun. But for the remaining half a million minutes, you’ll need Neutrogena Sunblock to protect yourself from the Sun.To bring the idea to life, we created SunStopper.sg — an unbranded site where we would show the eclipse live from China on 22 July.We drove traffic to SunStopper with viral videos, blogs, social networking and microblogging in English and Mandarin, as well as guerrilla stunts.Soon, SunStopper and the solar eclipse became synonymous. Anyone who was interested in the solar eclipse, was interested in SunStopper.

On July 22, the day of the eclipse, SunStopper recorded over 10,000 live stream viewers.• We spent: US$9,000 + 1 month. We got: Over US$300,000 worth of PR• In the one month, we also had80,789 website views32,665 blog hits15,929 video views.• Publicity spread on local media (on radio and in press), local, regional and global sites (Notcot.org, Contagious Magazine).• Neutrogena Ultra Sheer also gained publicity with mentions in global, regional and Chinese marketing publications for aptly claiming a natural phenomenon.• The brand gained 50% increase in awareness among women polled.