The Brief

Pampers, the world’s number 1 diaper brand, 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 all around the country.

Creative Execution

White Noise is an audio signal scientifically proven to have a sleep-inducing effect on babies. Moms worldwide use white noise machines. But in the Philippines, they're too expensive. However, white noise can be heard for free. Because radio static is white noise. So we found a frequency no one owned, that aired nothing but static and branded it. Pampers ZZZ 99.1 FM is relevant to the brand and it’s target market as it communicates Pampers’ commitment to giving babies uninterrupted sleep in a way that is not only creative but highly useful and accessible to Filipino mothers and their babies.

Describe the creative solution to the brief/objective.

We had to communicate Pampers’ benefit but we decided to demonstrate it instead. White Noise is an audio signal scientifically proven to have a sleep-inducing effect on babies. Moms worldwide use white noise machines. But in the Philippines, they're too expensive. However, white noise can be heard for free. Because radio static is white noise. So we found a frequency no one owned, that aired nothing but static and branded it. Pampers 99.1 ZZZ FM. The first radio station that airs static 24/7 to give babies a sound sleep.

Results

Pampers ZZZ 99.1 FM got mothers and their babies listening. And mothers started sharing the campaign online, increasing online engagement for Pampers Diapers by 2011% during the campaign period. Doctors started listening too. But amidst all that, one thing stood out – Pampers 99.1 ZZZ FM transformed over 25 million radio sets into white noise machines, just by airing nothing and for the cost of almost nothing too. Not bad for a campaign that put its audience to sleep.