Pampers Promo, Case study RECORD BREAKING WALL OF SLEEP by Starcom Singapore

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Industry Baby Hygiene
Media Promo & PR, Case study
Market Singapore
Agency Starcom Singapore
Released March 2010

Credits & Description

Category: Best Use of Ambient Media: Large Scale
Advertiser: PROCTER & GAMBLE
Product/Service: PAMPERS
Date of First Appearance: Mar 1 2010
Regional Media Manager: Lee Peilin (Starcom Singapore)
Buying Supervisor: Rahmiyati (Starcom Indonesia)
Implementer: Bintang Glorida (Starcom Indonesia)
Senior Media Max Executive: Trifia Lestari (Starcom Indonesia)
Supervisor Implementer: Ratna Sari (Starcom Indonesia)
Marketing Communication Manager: Aviani Primasari (Proximity Indonesia)
CEO: Eko Desmawan (Twister Indonesia)
Project Manager: Felicia Irene (Twister Indonesia)
Project Support Team Member: Linda Tan (Twister Indonesia)
Project Support Team Member: Maria Elizabeth (Twister Indonesia)
Project Support Team Member: Asih Wardhani (Twister Indonesia)
Brand Manager: Heeje Park (Procter & Gamble)
Associate Brand Manager: Martin Soong (Procter & Gamble)
Marketing Communication Director: Elly Tandiono (Procter & Gamble)
Associate Brand Manager: Farica Agustin (Procter & Gamble)
Marketing SPC: Susan Raja (Procter & Gamble)
Public Relations Manager: Junita Kartikasari (Procter & Gamble)
Media placement: Event Space - Central Park Indonesia - 1 March 2010
Media placement: Radio - 20 spots - Cosmopolitan FM - 23 March 2010
Media placement: TV - Infotainment Segment - 10 spots - SCTV - 30 March 2010
Media placement: TV - Infotainment Segment - 10 spots - RCTI - 5 April 2010
Media placement: Magazine - DPS and Back Cover - Parents Indonesia - May 2010

Insights, Strategy & the Idea
Babies need sleep to grow. And moms need sleep to be the best moms they can be. Pampers wanted moms to know we could help with their long nights and sleepy mornings….

By promising their babies were dryer…happier…and healthier. Most babies wake up in the middle of the night because of leaks. Be honest. Could you sleep here?

But pampers “active baby” are more absorbent and offer a better fit...for fewer leaks.

A well-rested baby is able to learn and develop properly and that’s what matters most to moms. Pampers could sooth her concerns with a diaper that support their babies’ night sleep.

We wanted to use testimonials in a unique way, showing how Pampers could give baby and mother a better night's sleep.

Creative Execution
Through magazines, emails, and in-store messaging, we invited mothers to put Pampers’ claim of better sleep to the test. Mothers who took the challenge and attested to Pampers’ effectiveness submitted photographs of their baby sleeping blissfully in Pampers. We featured the 5,016 photographs on a giant wall erected in Central Park, one of Indonesia’s largest parenting malls. Our massive wall led from the entrance of the mall to a central stage, which hosted a free Pampers sleep symposium.

We also partnered with Cosmopolitan FM radio station to invite listeners to attend our seminars. Events featured pediatrician lectures on baby development and sleeping habits, and were glammed up by celebrity attendees. The record-breaking event was filmed and broadcast on SCTV, furthering our reach.

Additionally, our Pampers ambassador and her son were featured in Parents Indonesia, along with spreads showcasing 100 babies from the wall, provided by the magazine free-of-charge.

Results and Effectiveness
Our Pampers Giant Wall of Sleep broke the Muri Record for most photographs on a wall. The event received free coverage on national television and in 14 magazines, worth over RP105,000,000. Our supporting TVC earned the highest cut-through and motivation scores compared to all earlier Pampers commercials.

Most importantly, overall sales rose by 550% in the month that this campaign ran. Pampers’ most expensive diaper variant achieved its highest market share and attained the highest percentage share amongst all competitor diapers in the segment. Overall, Pampers gained a 1.3 increase in value share points during this period.