2013 Winners & Shortlists

BEBELAC - 2 HEARTS 1 WISH

BrandNUTRICIA MIDDLE EAST
Product/ServiceBABYFOOD
EntrantMEC Dubai, UNITED ARAB EMIRATES
Entrant Company MEC Dubai, UNITED ARAB EMIRATES
Media Agency MEC Dubai, UNITED ARAB EMIRATES

The Campaign

When Bebelac rebranded, our challenge was to raise awareness of the new logo and name amongst parents with toddlers. The bond between mothers and their children is not rational. Yet, the choice of baby food often is. Our task was to change that functional decision to an emotional one in favour of Bebelac. We realized mothers have heartfelt wishes for their children, which cause happiness when fulfilled. We wanted to create a moment of happiness between mother and child, and turn that into an emotional connection between moms and Bebelac. The ‘Two Hearts One Wish’ campaign ran through an app on Bebelac’s Facebook page. Traffic was generated using TVCs, digital ads, PR and a tie-up with Baby Shop. The campaign witnessed 39% sales increase and 78% brand awareness with campaign re-commissioned again for 2013.

Success of the Campaign

The campaign exceeded expectations in meeting both business and marketing objectives. •Bebelac's GUM Milk sales post activation increased by 39% •15% rise in the brand's products overall sales •Spontaneous brand awareness rose 78% post activation,compared with 62% in 2011 •Facebook fans grew from 663 to 24399 •20 wishes worth USD 3000/- each were fulfilled •Campaign re-commissioned for 2013

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

Our key insight was that all mothers have heartfelt wishes for their children’s wellbeing.If Bebelac fulfilled a mother’s wish for her child, we could create an emotional moment of pure happiness between them.Armed with this insight:"Two Hearts, One Wish" became the central idea of our campaign. It tied the new logo's two hearts with the idea of mothers always having just the one wish-of giving their children the best life possible. Mothers over 3 months across MENA region shared their wishes on a specially designed app on the Bebelac Facebook page. A 'Mother's Committee’ shortlisted wishes,which were then put to vote. Bebelac made top 3 wishes per month come true. The campaign was strengthened by a brand partnership with leading kid’s retailer Baby Shop. Mothers were driven to the Facebook page through TVCs and digital banner ads. The campaign was also supported by a successful PR campaign.

Credits

Name Company Role
Fatima Shaikh MEC Account Director
Linda Neuhaus MEC Senior Account Manager
Nihar Anand MEC Account Executive
Yasmin Mebar MEC Account Executive
Tamanna Moolchandani MEC Director
James Kaye MEC Head Of Search