Title | BABYSITTER SOUND |
Brand | KAO COMMERCIALS (THAILAND) |
Product / Service | DIAPERS |
Category | A04. Ambient/Alternative Media |
Entrant | DENTSU THAILAND Bangkok, THAILAND |
Entrant Company | DENTSU THAILAND Bangkok, THAILAND |
Advertising Agency | DENTSU THAILAND Bangkok, THAILAND |
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 |
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?
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.
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.
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.