Philips DM MOTHERHOOD by DDB Dubai

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Industry Cosmetics & beauty products
Media Direct marketing
Market United Arab Emirates
Agency DDB Dubai
Art Director Makarand Patil, Kartik Aiyar
Copywriter Shehzad Yunus
Illustrator Dileep Khomane
Released April 2011

Credits & Description

Category: Flat Mailing
Product/Service: PHILIPS AVENT
Agency: DDB
Date of First Appearance: Apr 20 2011
Entrant Company: DDB, Dubai, UNITED ARAB EMIRATES
Creative Director: Kartik Aiyar (DDB Dubai)
Creative Director: Makarand Patil (DDB Dubai)
Copywriter: Kartik Aiyar (DDB Dubai)
Art Director: Makarand Patil (DDB Dubai)
Executive Creative Director: Shehzad Yunus (DDB Dubai)
Account Director: Heba El Zoaiby (DDB Dubai)
Regional Account Director: Anshuman Kishore (DDB Dubai)
Asst Business Development Manager / Business Development Manager: Kinga Kawaa / Phillippa Tiffen (Philips Electronics)
Illustrator: Dileep Khomane
Copywriter: Shehzad Yunus (DDB Dubai)
Art Director: Kartik Aiyar (DDB Dubai)
Media placement: Direct Mailer - Dispatched on a fortnightly basis along with a gift hamper to Philip Avent's database of new mums in - 20th April 2011
Describe the brief/objective of the direct campaign.
To build an emotional bond with new mothers - an audience that are otherwise unreachable, due to the Ministry of Health's barriers of entry to hospitals where mothers have delivered their babies. The task was to position Philips Avent as a brand that helps new mums along the journey with their entire product portfolio.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Nothing changes the woman like motherhood. It brings about habitual changes in the woman, turning her life upside down.
Based on this insight, four cards were developed. Each one mirrored a change in her life due to the baby’s arrival such as – having to wake up at odd hours, cope with the new arrival’s screaming, find answers to the baby’s feeding needs and slowly begin to develop loads of patience. This was put in context to specific problem-areas that new mums go through.
A single card was dispatched on a fortnightly basis along with a gift hamper to Philip Avent's database of new mums in Lebanon.
Explain why the creative execution was relevant to the product or service.
The cards positioned the brand as one that not only understands the lifestyle and habitual changes that take place after childbirth, but also help the mother ease through the journey with its product offerings.
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.
The encouraging response has led to the activity being replicated in other markets. The brand is also looking at creating avenues wherein consumers can buy these cards off-the-shelf as a gift to friends who have experienced childbirth.