2012 Winners & Shortlists

The Brief

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.

Creative Execution

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 creative solution to the brief/objective.

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.

Results

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.