BABYSITTER SOUND

TitleBABYSITTER SOUND
BrandKAO COMMERCIALS (THAILAND)
Product / ServiceDIAPERS
CategoryA04. Ambient/Alternative Media
EntrantDENTSU THAILAND Bangkok, THAILAND
Entrant Company DENTSU THAILAND Bangkok, THAILAND
Advertising Agency DENTSU THAILAND Bangkok, THAILAND

Credits

Name Company Position
Suttinan Wongueawat Dentsu(Thailand) Ltd. Account Executive
Panida Kortrakulkit Dentsu(Thailand) Ltd. Account Manager
Saowanee Chetruangchai Dentsu(Thailand) Ltd. Account Director
Patcharin Sukorat Dentsu(Thailand) Ltd. Group Account Director
Panote Wangchaiya Dentsu(Thailand) Ltd. Art Director
Chotiwat Thasanasuwan Dentsu(Thailand) Ltd. Art Director
Pilan Subhasri Dentsu(Thailand) Ltd. Art Director
Uraiwan Pongthavornsawat Dentsu(Thailand) Ltd. Copywriter
Akk Phapongkasem Dentsu(Thailand) Ltd. Copywriter/Assistant Creative Director
Adul Borvornsrisakul Dentsu(Thailand) Ltd. Creative Director
Nisa Mujjalintrakool Dentsu(Thailand) Ltd. Executive Creative Director

The Brief

Merries is a brand of baby diapers which has just launched in Thailand. However, many pioneering brands of diapers have firmly held the market for over 10 years. So, how can we draw attention from Thai parents to use Merries?

Creative Execution

Merries is the first diaper brand that offers to help amateur parents in this situation. We create a low frequency sound wave of 6,000-8,000 MHz, which is similar to the sound that babies used to hear when they are in the womb. This will make them feel comfortable and stop crying. The sound was applied in a radio, application, facebook and also Merries babysitter, an automatic box that detect crying voice installed at diaper stations in public.

Describe the creative solution to the brief/objective.

We pick up the amateur parents' insight who have no experience in raising a child. So it is necessary to have some parental knowledge and baby equipment to help them deal with their babies, especially when the babies cry everyday. This situation can cause stress to the parents and that is when we see brand's opportunity to help them.

Results

The sound spot gained huge interest from the parents who want to be helped raising their babies. It was applied with the crying babies, and was 80% successful. The parents were impressed with the new brand of quality diaper, and wanted to try Merries with their babies. PLEASE SEE THE VDO PRESENTATION.