The Campaign

Branded entertainment in the Philippines is mostly known as placement buys on television shows, movies or radio shows. Each placement buy costs an arm and a leg. Pampers believes in providing uninterrupted sleep for all babies. The brand wanted to demonstrate this in a cost-efficient way. It did not have the luxury of big money for media placements. Pampers ZZZ 99.1 FM is the first radio station that airs nothing but static to give babies a sound sleep. we turned radio sets into white noise machines by finding a radio frequency no one owned, that aired nothing but static, and simply branded it. The campaign turned 25 million radio sets into white noise machines by airing nothing and for the cost of almost nothing too.

Results

PAMPERS PRODUCES DIAPERS SPECIFICALLY DESIGNED TO BE ABSORBENT AND COMFORTABLE, SO THAT YOUR BABY GETS UNINTERRUPTED SLEEP (AND MOTHERS, SOME MUCH NEEDED SLEEP). OUR BRIEF WAS TO COMMUNICATE THIS BENEFIT TO MOTHERS ACROSS THE PHILIPPINES. BUT WHAT IF WE COULD DEMONSTRATE IT? WHITE NOISE IS SCIENTIFICALLY PROVEN TO HAVE A SLEEP INDUCING EFFECT ON BABIES AND ADULTS. BUT WHITE NOISE MACHINES ARE TOO EXPENSIVE FOR THE AVERAGE FILIPINO MOM. HOWEVER, RADIO STATIC IS WHITE NOISE AND 90% OF FILIPINO HOUSEHOLDS OWN RADIO SETS. SO WE TURNED THEIR RADIO SETS INTO WHITE NOISE MACHINES BY FINDING AN UNOWNED RADIO FREQUENCY THAT AIRED NOTHING BUT STATIC AND SIMPLY BRANDED IT.

Pampers ZZZ 99.1 FM is the first radio station that airs nothing but static to give babies a sound sleep. We turned radio sets into white noise machines by finding a radio frequency no one owned, that aired nothing but static, and simply branded it. We promoted it through TV spots, radio spots, posters, social media pages, and bumper stickers.

ONLINE ENGAGEMENT FOR PAMPERS DIAPERS INCREASED BY 2011% DURING THE CAMPAIGN PERIOD. BUT MORE IMPORTANTLY, WE TRANSFORMED OVER 25 MILLION RADIO SETS INTO WHITE NOISE MACHINES. JUST BY AIRING NOTHING. AND FOR THE COST OF ALMOST NOTHING.