|Product / Service||COMFORT|
|Category||A09. Use of Digital and/or Social|
|Entrant||OGILVY & MATHER SINGAPORE, SINGAPORE|
|Idea Creation||OGILVY & MATHER SINGAPORE, SINGAPORE|
|Production||OGILVY & MATHER SINGAPORE, SINGAPORE|
|Media||OGILVY & MATHER SINGAPORE, SINGAPORE|
|PR||OGILVY & MATHER SINGAPORE, SINGAPORE|
|John-John Skoog||Ogilvy & Mather Singapore||Art Director|
|James Brook-Partridge||Hogarth & Ogilvy Singapore||Head of Broadcast Production|
|Rahul Gupta||Ogilvy & Mather Singapore||Regional Account Director|
|Vanessa Tan||Ogilvy & Mather Singapore||Account Executive|
|Mads K. Bækkevold||Hurrah! Productions||Director|
|James Rotheram||Hurrah! Production||Executive Producer|
|Belinda Mcculloch||Hurrah! Production||Producer|
|Anser Aly||Unilever Asia Private Limited||Senior Regional Brand Development Manager|
|Eugene Cheong||Ogilvy & Mather Singapore||Chief Creative Officer|
|Nicolas Courant||Ogilvy & Mather Singapore||Executive Creative Director|
|Fabio Montero||Ogilvy & Mather Singapore||Associate Creative Director|
|Marcos Gemal||Ogilvy & Mather Singapore||Art Director|
Comfort Pure needed to step out of the classical advertising and own its place as the fabric softener that provides the ultimate softness for babies' skin right where our target, mothers, do most of their research regarding their babies' well-being: Online. With over 600K followers across its online platforms and 70% being female audience, Comfort Pure used it to create The SoftTest. A live-streaming episodic event where babies got to choose between expensive objects, attractive to their parents, and cheap, soft ones. Whatever they touched, their family took home.
Comfort Pure' used its 600K plus followers across different online platforms in the region to launch The SoftTest. It kicked off with 10-second teasers through Facebook and Twitter that got people interested in the experiment. Then we used single imagery from the objects at stake and ask the audience what their predictions were when a baby was to pick one of them. The launch was live-stream in the Comfort Pure YouTube channel with a captivating audience of 160K throughout the different experiments during 3 weeks. Afterwards, the clips were left in the channel for further viewing that produced the majority of impressions.
The SoftTest was first aired in Vietnam; each experiment was viewed by an average of 160K people and available in the Comfort Pure YouTube page. Making it the most watched live-stream video in Vietnam ever. After the huge success of the campaign, Unilever decided to implement the SoftTest in two bigger markets: Thailand and Indonesia. All with the same success and response from the community making it the most successful online campaign from the brand. The most successful experiments online aired as 30' TVC's in both Thailand and Vietnam.
With so many brands bombarding mothers with messages of all the things that their baby wants and needs, Comfort Pure decided to let their babies show mothers that all they really care about is softness. So we put our brand in babies’ hands and created The SoftTest. A live-streaming episodic event where babies got to choose between expensive objects, attractive for their parents, and soft ones. Whatever they touched, their family took home. With such a simple and risky premise, Comfort Pure reigned online as the only softener that proved in real time to all mothers, that babies prefer softness.
While all brands tell mothers what their babies want, Comfort Pure decided to let babies show mums that softness is all they care about. Mothers don't trust brands as much as they trust other mums, so Comfort Pure needed to become part of their own conversation. The key of the idea was to prove that babies will always prefer soft objects over expensive ones, and to do it as entertaining as possible, it needed to be live. Therefore, live streaming became the perfect solution.