| Title | THE MAGIC OF BUBBLES |
| Brand | JOHNSON & JOHNSON CONSUMER (THAILAND) |
| Product / Service | BABY TOP-TO-TOE |
| Category | A01. Use of Screens |
| Entrant | IPG MEDIABRANDS Bangkok, THAILAND |
| Media Agency | IPG MEDIABRANDS Bangkok, THAILAND |
| Entrant Company | IPG MEDIABRANDS Bangkok, THAILAND |
| Media Agency 2 | IPG MEDIABRANDS Bangkok, THAILAND |
| Production Company | INTERACTION DESIGN STUDIO Bangkok, THAILAND |
| Name | Company | Position |
|---|---|---|
| Nopakun Sujaritchant | INITIATIVE | Chief Executive Officer |
| Nuttavena Thepchatri | INITIATIVE | Managing Director |
| Samantha Tay | INITIATIVE | Business Director |
| Pradonn Sirakovit | INITIATIVE | Strategy Innovation Associate Diretor |
| Pongpan Suriyapat | INITIATIVE | Strategy Innovation Associate Diretor |
| Thaneeya Sakulwatcharin | INITIATIVE | Senior Strategist |
| Praitong Budsarapan | INITIATIVE | Assistant Buyer |
| Kasalee Snitwong Na Ayutaya | Johnson & Johnson Consumer (Thailand) LTD. | Brand Manager |
| Pipit Pongpipattnakul | Johnson & Johnson Consumer (Thailand) LTD. | Senior Brand Manager |
85% of moms globally believe that bathing is simply just cleansing, not a time for child development. Plus Thai moms are getting increasingly more career minded. This has led to lesser time spend with the kids; hence activities like bathing have become a chore. But Johnson’s believes that bathing isn’t just a time to clean, but a TIME FOR MORE to stimulate baby’s senses. With an extremely emotive thematic TVC, we wanted to create an impact based on the rituals of baby bathing. The idea: Turn Bangkok into a BATHTUB! We created Thailand’s FIRST EVER OUTDOOR 4D INTERACTIVE experience.
It reached 5.4 million on site (Source: Siam Sq 1 & BTS Traffic Count) Our return on media investment was 2.6 times. We achieved an unprecedented earned media value worth 15.9million Our year-on-year sales for total Johnson’s Baby Top-to-Toe liquid bath grew +11% YOY (February 2014 and February 2015), the highest in the past 3 years! (Source: Nielsen Retail Audit) Moms are emotionally informed of the importance of bathing and child development.
We selected Thailand’s largest digital billboard screen at Siam Square, one of Bangkok’s most popular shopping locales with high footfalls for families. We installed a bubble dispenser machines at the LED screen. To synchronize the bubbles released with Johnson’s ad, we programmed sensor marker to the LED to trigger the machines. So every time our ad comes on, THOUSANDS OF BUBBLES are released into the air SCENTED WITH JOHNSON’S liquid soap. Parents and their children stopped and interacted with the bubbles joyfully during each release. THE BUBBLE EXPERIENCE helped enlightened moms about the importance of bathing on child development.
Our main target is moms with young children 0-3 years old. Johnson’s is perennially viewed as the expert in baby care and is the undisputed leader in the overall baby category in Thailand. Tasked with the huge objective in trying to change moms’ attitudes, we felt that communication needs to go beyond a basic monologue. The reach of outdoor is as high as television because urban moms are always out and about. Therefore, we identified that outdoor would be the only appropriate touch point to induce sensorial experiences, OUTSIDE OF THE BATHROOM!