2013 Winners & Shortlists

Results and Effectiveness

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

Creative Execution

So, "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 were asked to share 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 three wishes per month come true. The campaign was strengthened by a brand partnership with leading kid’s retailer Baby Shop.The 3 month partnership saw extensive cross-promotion between the 2 brands with promoters recording parents' wishes via tablets at flagship Babyshop stores across UAE and KSA. Mothers were driven to the Facebook page through TVCs and digital banner ads.The campaign was also supported by a successful PR campaign,thus seamlessly integrating paid, owned and earned media

Insights, Strategy and the Idea

When baby food brand Bebelac formerly BebeJunior rebranded itself, our key challenge was to activate the new brand name in consumer consciousness (parents with young children) while raising awareness for the redesigned logo with two hearts. The business objective was a rise in sales, while marketing goals included increased brand awareness and better appreciation of Bebelac's brand mission of supporting moms in ensuring health and happiness to 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. Our key insight was that all mothers have heartfelt wishes for their children’s wellbeing. A happy child means a happy mother. If Bebelac could help fulfill a mother’s wish for her child, we could create an emotional moment of pure happiness between them.