SUB CATEGORY :

BEST USE OF DIRECT AMBIENT: SMALL SCALE

COMPANY ENTERING :

CHEIL, HONG KONG

ENTRY TITLE :

NAPPY NOTES

BRAND :

HELLO ANGEL

ADVERTISER :

HELLO ANGEL

AGENCY :

CHEIL, HONG KONG

EXECUTIVE CREATIVE DIRECTOR :

PAUL CHAN

COPYWRITER :

PAUL CHAN

ART DIRECTOR :

CLARA HO

THE BRIEF :

BACKGROUND: UP TO 80% OF ALL NEW MUMS SUFFER FROM THE BABY BLUES—WITH MOOD SWINGS, ANXIETY AND ISOLATION ALL TOO COMMON. INSIGHT: THANKFULLY, LEADING PSYCHOLOGISTS AGREE THAT WITH THE RIGHT LOVE AND SUPPORT IN THE FIRST FEW WEEKS, MOST CASES ARE SHORT-LIVED.

THE STRATEGY :

THIS CARVED OUT A POWERFUL BRAND OPPORTUNITY FOR US—TO HELP NEW MUMS BEAT THE BABY BLUES BY PROVIDING THE RIGHT ‘LOVE AND SUPPORT’, AT THE TIME THEY NEED IT THE MOST. BY EMBEDDING LOVING MESSAGES IN EVERY NAPPY, WE ENGAGED DIRECTLY WITH NEW MUMS AT EVERY NAPPY CHANGE. AND WITH EVERY NAPPY CHANGE, WE BUILT A STRONGER BOND BETWEEN THE MOTHER AND HER BABY, AND TOWARDS OUR BRAND. ALL USING THE STANDARD ‘WETNESS INDICATOR’ TECHNOLOGY THAT HAS APPEARED ON NAPPIES FOR YEARS.

THE EXECUTION :

WE CREATED NAPPY NOTES—A SIMPLE IDEA TO HELP NEW MUMS BEAT THE BABY BLUES. SINCE LOVE AND SUPPORT ARE CRUCIAL AT THIS EARLY STAGE, WE REDESIGNED OUR SMALLEST-SIZED NAPPIES FOR NEWBORNS. LEVERAGING STANDARD ‘WETNESS INDICATOR’ TECHNOLOGY, WE EMBEDDED SIMPLE MESSAGES THAT APPEAR WHEN THE NAPPY GETS WET—LOVING MESSAGES OF ENCOURAGEMENT, EACH COMING FROM THE BEST PERSON TO GIVE MUMMY A BOOST…HER BABY.

THE RESULT :

NAPPY NOTES DELIVER ‘LOVE AND SUPPORT’ TO FIRST-TIME MUMS—AT THE TIME THEY NEED IT THE MOST. NOW NEW MUMS RECEIVE AS MANY LOVING MESSAGES AS THEIR BABIES PEE EACH DAY, IN THE MOST NON-INTRUSIVE WAY. WITH ONE SIMPLE IDEA, WE PROVED THAT LOVE CAN CONQUER ALL. AND FOR NEW MUMS, THAT’S A BIG DEAL. RESEARCH RESULTS SHOWED THAT 60% OF NEW MUMS REPORTED A POSITIVE REACTION TO NAPPY NOTES.