2013 Winners & Shortlists

The Brief

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.

Describe how the promotion developed from concept to implementation

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 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 online.

Describe the success of the promotion with both client and consumer including some quantifiable results

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

Explain why the method of promotion was most relevant to the product or service

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.Through our promotion we could create a moment of happiness between mother and child,and turn that into an emotional connection between moms and Bebelac. 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.