Awards » The CUP - Asia Pacific AdFest » Asia Pacific Advertising Festival (AdFest) 2014

Asia Pacific Advertising Festival (AdFest) 2014

Award Type: Advertising Awards

1537 Town in Town 3/1 Srivara Road, Plubpla Wangthonglang Bangkok 10310

Website: http://www.adfest.com/
Email: Kem@ADFEST.com
Phone: +66 2 530 9300

Founded in 1988, ADFEST is an annual advertising festival celebrating and raising the standard of creativity.

And for the first time, ADFEST will also accept entries from the Middle East to further embrace the cultural diversity and richness in Asia.

ADFEST is a platform designed not only to promote and recognize creative excellence, but also provides a unique learning opportunity for participants through seeing the best works, listening to inspiring speakers, and exchanging ideas.

ADFEST embraces and celebrates local culture and heritage. With the rich history of heritage and legacy, ADFEST aims for the recognition and preservation of such local value.

Asia Pacific Advertising Festival (AdFest) 2014 Gold winners

ZZZ RADIO

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Industry Baby Hygiene
Media Direct marketing, Case study
Market Philippines
Agency Ace Saatchi & Saatchi Makati
Agency Ace Saatchi & Saatchi, Manila
Executive Creative Director Andrew Petch
Creative Director Trixie Diyco, Bia Famularcano
Art Director Kevin Beltran
Copywriter Ram Mendoza
Production Post Manila
Released December 2013

Awards

Asia Pacific Advertising Festival (AdFest) 2014
MEDIA LOTUS BEST USE OF RADIO GOLD
DIRECT LOTUS RADIO GOLD
PROMO LOTUS BEST USE OF TV OR RADIO SILVER

Credits & Description

SUB CATEGORY : RADIO
COMPANY ENTERING : ACE SAATCHI & SAATCHI MANILA, MANILA
ENTRY TITLE : ZZZ RADIO
BRAND : PAMPERS DIAPER
ADVERTISER : P&G DISTRIBUTING PHILIPPINES INC.
DIRECT/ADVERTISING AGENCY : ACE SAATCHI & SAATCHI, MANILA
EXECUTIVE CREATIVE DIRECTOR : ANDREW PETCH
CREATIVE DIRECTOR : TRIXIE DIYCO/BIA FAMULARCANO
COPYWRITER : RAM MENDOZA
ART DIRECTOR : KEVIN BELTRAN
AGENCY PRODUCER : MICHAELANGELO REYES
PLANNER : CARMEN ANTUNEZ/LOREN BADE
PRODUCTION COMPANY : POST MANILA, MANILA
SOUND PRODUCTION COMPANY : CUTTING EDGE, MANILA
COUNTRY : PHILIPPINES
ACTIVATION : YAHNEE MENDOZA
THE BRIEF : PAMPERS PRODUCES DIAPERS SPECIFICALLY DESIGNED TO BE ABSORBENT AND COMFORTABLE, SO THAT YOUR BABY GETS UNINTERRUPTED SLEEP (AND MOTHERS, SOME MUCH NEEDED SLEEP). OUR BRIEF WAS TO COMMUNICATE THIS BENEFIT. BUT WHAT IF WE COULD DEMONSTRATE IT?
THE SOLUTION : NUMEROUS STUDIES WORLDWIDE HAVE SCIENTIFICALLY PROVEN THAT WHITE NOISE HAS A SLEEP INDUCING EFFECT ON BABIES AND ADULTS. FOR YEARS, PEOPLE AROUND THE WORLD, HAVE BEEN USING WHITE NOISE MACHINES TO SLEEP BETTER. UNFORTUNATELY, WHITE NOISE MACHINES ARE TOO EXPENSIVE FOR THE AVERAGE FILIPINO MOM. FORTUNATELY, RADIO STATIC IS WHITE NOISE. AND 90% OF HOUSEHOLDS IN THE PHILIPPINES OWN RADIO SETS. SO WE TURNED THEIR RADIO SETS INTO WHITE NOISE MACHINES. BY FINDING A RADIO FREQUENCY NO ONE OWNED. THAT AIRED NOTHING BUT STATIC. AND SIMPLY BRANDED IT. INTRODUCING PAMPERS 99.1 ZZZ RADIO. RADIO STATIC GIVING BABIES A SOUND SLEEP. THE FIRST RADIO STATION THAT TURNS STATIC INTO CONTENT 24/7 THAT LISTENERS WANT TO HEAR, NOT TO BE ENTERTAINED, BUT TO BE PUT TO SLEEP.
THE RESULTS : ONLINE ENGAGEMENT FOR PAMPERS DIAPERS INCREASED BY 2011% DURING THE CAMPAIGN PERIOD. WE TRANSFORMED OVER 25 MILLION RADIO SETS INTO WHITE NOISE MACHINES. JUST BY AIRING NOTHING. AND FOR THE COST OF ALMOST NOTHING.