INDIA'S FIRST D.I.Y. CALENDAR FOR BABIES by BBDO Mumbai for Johnson's Baby

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INDIA'S FIRST D.I.Y. CALENDAR FOR BABIES

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Industry Baby Hygiene
Media Direct marketing
Market India
Agency BBDO Mumbai
Creative Director Josy Paul, Rajdeepak Das
Copywriter Sandeep Sawant, Malini Chaudhury, Meenal Desai
Released December 2011

Credits & Description

Category: Dimensional Mailing
Advertiser: JOHNSON & JOHNSON
Product/Service: JOHNSON'S BABY
Agency: BBDO INDIA
Executive Creative Director: Rajdeepak Das (BBDO India)
Creative Director: Josy Paul/Rajdeepak Das/Malini Chaudhury/Sandeep Sawant (BBDO India)
Retouching Artist: Hitesh Shah/Sameet Koyande/Shankar Yelugu/Suresh Amre (BBDO India)
Chairman/Chief Creative Officer: Josy Paul (BBDO India)
Art Director: Meenal Desai/Malini Chaudhury/Sandeep Sawant (BBDO India)
Copywriter: Malini Chaudhury/Meenal Desai/Sandeep Sawant (BBDO India)
Senior Account Director: Schelicia Caszo (BBDO India)
Account Executive: Meghna Shah (BBDO India)
Production: Hitesh Shah (BBDO India)
Media placement: Calendar/Direct Mail - Personally Sent To New Moms - 9-12-2011

Describe the brief/objective of the direct campaign.
Targeted at new and first-time mothers. The key objective was to design a piece that would not just be a calendar, but engage mothers and help increase their play time with their baby.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Calendars are a great way to keep track, month by month, of a baby’s progress. However, calendars are usually lost and forgotten or at most kept away in one corner. The key objective was to design a piece that would not just be a calendar, but engage mothers and help increase their play time with their baby.

Explain why the creative execution was relevant to the product or service.
Play time is the most engaging and important mother-baby bonding time. We designed a plaything which also works as a mobile learning programme and a motor co-ordinator for babies. The D.I.Y. calendar is designed to showcase the different stages of the first 12 months of the baby’s life, leading to his/her first birthday. Each month represents a different piece of baby article that the mother puts together with her baby. These pieces are also educational because it instructs the mother about the new things she should introduce to her baby.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
As word of mouth spread, J&J received countless calls for these calendars. The calendars are being re-printed to meet the growing demand. Seeing the popularity, Johnson's Baby has spread this calendar initiative to other South East Asian countries and they're also being retailed at children's bookstores across the country.