BELLY WINDOW by J. Walter Thompson Kuala Lumpur for Friso

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BELLY WINDOW

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Industry Milk
Media Promo & PR, Case study
Market Malaysia
Agency J. Walter Thompson Kuala Lumpur
Art Director Bala Chow
Producer Reuben Kang
Released February 2011

Credits & Description

Category: Best Consumer Engagement
Advertiser: FRISO
Product/Service: MATERNAL MILK
Agency: JWT KUALA LUMPUR
Agency: SLIPKNOT
Date of First Appearance: Mar 1 2011
Entrant Company: JWT KUALA LUMPUR, MALAYSIA
Deputy Chairman/Executive Creative Director: Edwin Leong (JWT)
Creative Group Head/Writer: May Yong (JWT)
Art Director: Bala Chow (JWT)
Producer: Reuben Kang (JWT)
Account Manager: Benjamin Fong (JWT)
Account Director: Maria Murni (JWT)
Creative Head: Marcel Emisz Wessling (Slipknot)
Media placement: On Pack - In-Store - 1 March 2010

Insights, Strategy & the Idea
Frisomum Gold is a new player in the maternal milk market, with a small but growing share. It intends to grow trial from 13% (Oct 2010) to 18% by the end of 2011. While most brands make functional promises like ‘smarter babies’, Frisomum differentiates itself by aiming to be ‘mum’s best friend’. Its target audience are young, urban, first-time mothers who are web and social media savvy, and more apt to seek advice from their peers than their own mothers.

However, the amount of excitement they feel about having a baby is the same amount of anxiety their men do. Because while maternal love is instinctual, paternal love has to be learnt. In other words, a perfect opportunity for Frisomum to lend a friendly, helping hand.

Creative Execution
For women, it is easy. They cannot help but be hyper-aware of all the changes happening inside their body. However, fathers-to-be need help to visualise the baby if they are to be engaged, which is why we gave away a Belly Window Augmented Reality T-shirt with every can of Frisomum.

In conjunction with the Friso website, it allowed dad a view of what was happening inside his partner's body. Couples simply entered their conception date into the website once. The computer’s webcam captured the graphic marker on the t-shirt and projected a virtual baby that literally talked dad (and mum) through every stage of pregnancy. It even made suggestions on how dad could help mum deal with the typical discomforts like nausea and swollen legs. Based on the conception date, the virtual baby grew to reflect the real one inside mum’s belly. All for the cost of USD 2 per t-shirt.

Results and Effectiveness
The first run of 10,000 t-shirts (along with the 10,000 cans of Frisomum they were attached to) were bought up within 3 weeks. That’s over a thousand cans more than Friso’s monthly sales target. The client is now considering a second run. Each couple spent an average of 20 hours with the virtual baby and once reluctant fathers became engaged, willing partners in the pregnancy. On top of that, the virtual baby was seen by at least 4 times the number of couples who brought home the t-shirt, thanks to a ‘share video’ function within the Friso website.