2019 Winners & Shortlists

Describe any restrictions or regulations regarding Healthcare communications in your country/region (imposed by healthcare regulatory bodies, government, TV stations, etc.)

N/A

Describe the target audience

With most dads working fulltime jobs while mothers stay at home with their children (especially infants), many moments are missed. And to make up for this lost time, mothers capture plenty of videos and pictures to share. This is why Mothers were our main target audience for the campaign.

Background

Panadol Baby and Infant is trusted by parents across the region, but has limited brand presence in their lives. The task was to connect with parents and build a little brand love around the occasion of Children’s Day 2018.

Describe the creative idea

The Baby Talk web app allows parents to subtitle their existing baby videos to give them a voice. Using audio recognition, Baby Talk subtitles babies’ blabbering with sweet pre-written messages – which can also be edited if parents like. These videos can then be shared with loved ones who aren’t around to spend time with the baby as much.

Describe the strategy

Mothers were our main target audience, and Facebook was the main channel used to reach them. We created posts that featured sample videos from the application, and images to intrigue parents to click the link and create their own videos. The web app platform was chosen specifically to create a seamless transition from social (on mobile devices) to the tool. This helped increase our number of interactions significantly.

Describe the execution

The campaign began with social media posts to first create intrigue with static teasers, and then direct traffic with launch videos that gave parents a taste of what the platform could do. The first post went live on the 19th of November 2018, and the link is still active for parents to use.

List the results

So far, the platform has received over 30,000 visits, sparking conversation between babies and their parents in a new and fun way.