Materna Case study A message from your future baby by Dentsu Bangkok

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A message from your future baby

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Industry Baby Hygiene
Media Case study
Market Thailand
Agency Dentsu Bangkok
Released November 2014


AME Awards, 2015
products & services healthcare products & services AME Bronze Medallion

Credits & Description

Company: OMD Hong Kong
Award: AME Bronze Medallion
Brand: Wyeth Materna
Title: A message from your future baby
Country: HONG KONG
Competition: products & services
Category: healthcare products & services
Talent Credits
Eric Poon - Creative Director, AGENDA Hong Kong
Tracy Chow - Associate Creative Director, AGENDA Hong Kong
Nam Tong - Art Director, AGENDA Hong Kong
Vanise Lo - Business Director, OMD Hong Kong
Kathy Fu - Digital Planner, OMD Hong Kong
Cherry Choy - Planning Manager, OMD Hong Kong
Karina Cheng - Media Executive, OMD Hong Kong
Deric Wong - Managing Partner, Strategy, China & Hong Kong, OMG Hong Kong
Anthony Lau - Communication Planner, OMG Hong Kong
Campaign Summary

Being a good parent can never be harder in Hong Kong. Small and crowded living spaces, increasing inflation, prolonged working hours as well as the competitive culture made young couples doubt their capability to raise a child. So we gave ourselves a mission to strengthen their determination of building a family and get physically ready, by offering the emotional support and professional nutrition advice they need! Through our simulated parenting experience, young couple could have a first taste of parenthood by interacting with their future baby created. The experience built a profound connection that brought couples and babies closer through interactions could motivate them to start pre-natal preparation and brand recall. In just 6 weeks, +10,000 future babies were created that reached +180K parents-to-be, brand search teams were improved by +70%. Most importantly, the strong brand affinity benefited our business directly with our sales increased by 96% year on year!