The Brief

To establish a distinctive brand image for HealthBanks cord blood bank in the minds of its target audience in the chaotic market of cord-blood preservation that is cluttered with little differentiated advertisements.

Describe how the promotion developed from concept to implementation

Pregnant women are highly emotional. During her pregnancy, the fetus inside her is everything to her. This is also one of the most precious times for her and her baby. We hope to convey that HealthBanks is more than a brand that preserves her baby’s umbilical cord blood. What HealthBanks really preserves, is her love for her baby, even before it is born. We want to create something that will touch and resonate with every pregnant woman.

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

All the pregnant mothers who participated and those involved in the campaign were deeply moved and believed it to have a special significance. Within the first week, the full version on Youtube registered over 50,000 views. The total view count to date is over 150,000. Pregnant women and new mothers were all moved to tears after seeing the film. Within 2 weeks, inquiry calls doubled, which is a good indication of increase in people’s preference about HealthBanks.

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

We invited 100 pregnant mothers and their unborn babies to jointly complete this project. These mums-to-be relayed and performed in the advertising film while the sounds of their baby’s heartbeats were recorded and made into the theme song. The musical film was released on TV and Internet to attract more mums-to-be to the HealthBanks “Song of Life” event site. On this event site, mums could upload their baby’s heartbeat sound recordings to create a song that belongs only to her and her baby, even before her baby is born.