Brief Explanation

In Indonesia, nursing rooms are rare. Parents often have to resort to extreme measures to change the diapers of their babies. So we wanted to do something that is useful and meaningful. We planted the diaper changing station in the zoo, at parks, playgrounds and shopping centres where parents gather with their children. At these locations, we strategically placed them near toilets, benches and rest areas. For Kao Merries, a new entrant in the diaper market in Indonesia, this was precisely what they needed to gain top-of-mind awareness very quickly.

Results and Effectiveness

The campaign exceeded all expectations. Mass media was abuzz with news of this innovative use of outdoor media. All in all, more than 50 articles appeared on Indonesia’s most popular media channels. Earned media coverage was valued at nearly Rp640 million, vastly surpassing the results of all its previous advertising. The cost of this poster? Cheaper than the cost of a print ad insertion in Indonesia.

Creative Execution

This was no ordinary media insertion. The diaper changing station had to fit within the confines of a traditional lightbox poster. That meant that it couldn’t be bigger, heavier and come with more features than the lightbox poster can hold. The diaper changing station also had to be placed at the right locations. It was not enough to have high-traffic areas where parents would congregate. We had to make sure they were placed where parents would have the tie to interact with it, and in doing so, find it useful for their needs.

Insights, Strategy and the Idea

Merries is a new entrant into the diaper market in Indonesia. Not many parents had used it, let alone heard of it. With a limited budget, TV advertising was out of the question. So we turned conventional advertising on its head, transforming an ordinary poster into something never seen before in Indonesia.