2012 Winners & Shortlists

Results and Effectiveness

The results were phenomenal 1) 87% of the moms regarded Johnson's baby as 'experts in baby care' - huge step considering the brand hardly had any emotional conenction 2) 56,450 page views (Lamasat Hinniya Microsite) breaking all records for a brand microsite 3) 4.7 mn impressions delivered, 21,670 clicks to babycentrearabia (0.46CTR) 4) 6000 participants for the competition

Creative Execution

Johnsons baby created a platform ‘Lamasat Hinniya’ which gives mothers information about Baby Care from A-Z. Lamasat Hinniya is a 7-10 minute segment on the Morning Show - primarily viewed by women/moms in the region. The show is on the No.1 TV channel and is the voice of Johnson's baby in the region. It is the ONLY source of credible information for mums in the region because it was supported/endorsed by experts This segment was also available online for viewing at their convenience/leisure (eg. when their baby goes to sleep) on the Lamasat Hinniya microsite. Mothers were also encouraged by the presenter to go the microsite and ask their queries to Johnsons baby. The segment guides mothers through the complete journey of motherhood, from pre-natal care to new borns and enhancing bonding moments with their baby via rituals like massage time, bath time, groom time etc., to child care and car Safety

Insights, Strategy and the Idea

Business Objective - The business problem was unique. Being market leaders in the category, Johnsons Baby enjoyed almost 100% awareness & relevance - but research showed that the brand lacked emotional connection with the consumers Marketing Objective : To establish Johnsons baby as the brand that walks the journey of motherhood with the mums in the region and guides them thereby establishing J'baby as the 'experts in baby care' Communication Objective - Move away from the traditional product advertising to engage & interact with the consumers so that they turn to Johnsons baby/babecentrearabia for any query regarding their baby’s care. Insight : Parenting in this region is still traditional & the new mothers in the region crave for credible & up to date information about whats best for their baby. Relevance - Created an 'interaction platform' that connected Johnson’s baby to the new mothers in this region