COOL DANCING BATH MAKES NAUGHTY KIDS HAPPY

TitleCOOL DANCING BATH MAKES NAUGHTY KIDS HAPPY
BrandJOHNSON & JOHNSON
Product / ServiceJOHNSON'S BABY PRODUCTS
CategoryA04. Best Use of Brand Sponsorship Integration (where there is no product overtly displayed in the film,
EntrantOMD TAIWAN Taipei, CHINESE TAIPEI
Entrant Company:OMD TAIWAN Taipei, CHINESE TAIPEI
Media Agency:OMD TAIWAN Taipei, CHINESE TAIPEI

Credits

Name Company Position
Elle Huang OMD Chief Executive Officer
Daisy Wang OMD Chief Negotiator
Serena Lee OMD Group Planning Director
Tania Huang OMD Planning Manager
Chia-Ling Shen OMD Associate Buying Director

The Campaign

TV dominates 95% of reach for mothers in Taiwan but Branded Entertainment is a fledgling concept with lots of debates in Taiwan. It emerged from Product Placement in TV programs to Advertiser Founded Programs in recent years. Due to political factors, stricter regulations of branded content were imposed by government. The National Communications Commission (NCC) prohibits ‘explicit’ appearance of any branding, logo or product name in any TV program. Failing to abide will result in a large amount of penalties. For Product Placement, brand is advised to avoid explicit branded entertainment which makes it difficult for brands to effectively communicate or build strong relevance with consumers. Advertiser Founded Program on the other hand can be custom-made for brands, at a considerable investment that is strictly controlled by the government.

Results

As an old brand in Taiwan, Johnson’s Baby was trailing in brand appeal among mums with toddlers. Other than choosing its product benefits, the brand was lacking relevancy in the consumer’s life. We needed to re-establish consumer connection and ‘refresh’ Johnson’s Baby’s brand image with a new product ‘Herbal Cooling Bath’ in the summer. Bath time is a tug of war between mums and kids, and for Taiwanese mums the only way to get naughty kids to bath is by scolding (that often ends up in tears)! This was our opportunity to alter the situation. To help mums, we turned a ‘boring’ home bath into a ‘Cool Dancing Baby’ bathing experience, by fusing kids’ favourite singing and dancing activities inspired from TV programs into our unique product experience. Aiming to generate a greater exposure with only US$66k budget, we partnered with Taiwan’s most popular children channel - YOYO TV. Working with YOYO TV, we wrote an exclusive 1 minute and 43 seconds long Jingle using our product concept as the lyrics to educate kids and excite them with a dance routine taught by the two program hosts for kids to move along with the rhythm. To help mums, a series of 1-minute mini-programs provided ‘happy bath tips’ and 10-second TV reminders on every morning, afternoon and late evenings across the three summer months prompts kids to practice Johnson’s Cool Baby Dancing bath and sing with mums. Through these efforts, we conveyed the unique product characteristics of Johnson’s Baby’s Herbal Cooling Bath whilst abiding by NCC regulations to stimulate kids. We brought the fun time of TV watching into bathing and made naughty kids fall in love with bathing with mums!

Taiwanese mums are concerned and highly involved in their kids’ education and development. In fact, 49% of mums even accompany their kids watching TV because kids are quick to imitate anything they see on TV. Research also revealed that from baby to toddler, life is always full of music. Starting from 18-months, kids start remembering songs, sing or make anything a rhythm. Having this insight in mind, Johnson’s Baby employed TV content partnership to help mums with naughty kids who refuse bathing, by transferring the fun time of TV watching (and what kids learn) into a happy Johnson’s bathing experience.

Kids fell in love with bathing and Johnson’s Baby again, and they showed us through their cool bathing moves that became a habit in Taiwan. Johnson’s Baby improved its key brand indicators including Relevance, Presence, Performance and Advantage by up to 3% respectively. Mums’ sharing of their kids’ bathing moves also spread wild on video channels including YouTube. The jingle became a hit and drove Johnson’s funded YOYO program rating up significantly from an average of 0.6 to 1.6. This fuelled a dramatic sales increase for Johnson’s Baby’s new Herbal Cooling Bath product by +392% in just ONE month and total Johnson’s baby shower gel also grew by +23% YOY. Most importantly, we made bath time a happy time for Taiwanese mums and kids, and Johnson’s Baby returned as the NO. 1 brand in Taiwan’s Baby Care market. For a campaign that cost ONLY US$66K to produce, Johnsons’ Baby (too) can’t stop dancing!