|Title||ALL FOR THAT FIRST HELLO|
|Product / Service||OTC MEDICATION|
|Entrant||J. WALTER THOMPSON Shanghai, CHINA|
|Idea Creation||J. WALTER THOMPSON Shanghai, CHINA|
|Production||GWANTSI Shanghai, CHINA|
|Production 2||MIX STUDIO Shanghai, CHINA|
|Henry & Ssong||Gwantsi||Director|
|Chiara Capitanio||J. Walter Thompson Shanghai||Business Director|
|Joanna Zhao||J. Walter Thompson Shanghai||Senior Account Director|
|Echo Zhang||J. Walter Thompson Shanghai||Account Manager|
|Beni Bao||J. Walter Thompson Shanghai||Senior Account Executive|
|Brian Ng||J. Walter Thompson Shanghai||Head of Planning|
|Violet Zhao||J. Walter Thompson Shanghai||Planner|
|Gavin Lum||J. Walter Thompson Shanghai||Digital Director|
|Shang Da||J. Walter Thompson Shanghai||Social Media Manager|
|Valentine Hsia||J. Walter Thompson Shanghai||Social Media Manager|
|Gomi Gao||J. Walter Thompson Shanghai||Social Writer|
|Reus Hu||J. Walter Thompson Shanghai||Social Writer|
|Dora Zhou||J. Walter Thompson Shanghai||Producer|
|Andy Loo||Always (Shanghai) Marketing Services Co., Ltd||Digital Director|
|Norman Tan||J. Walter Thompson Shanghai||Chief Creative Officer|
|Mankit Auyeung||J. Walter Thompson Shanghai||Group Creative Director|
|Justin Leung||J. Walter Thompson Shanghai||Associate Creative Director|
|Anna Yang||J. Walter Thompson Shanghai||Associate Art Director|
|Selwyn Low||J. Walter Thompson Shanghai||Associate Creative Director|
|Hsien Chao||J. Walter Thompson Shanghai||Copywriter|
|Sean Tang||J. Walter Thompson Shanghai||Senior Designer|
|Connie Chua||J. Walter Thompson Shanghai||Head of Production|
If dads-to-be can’t enter the ultrasound room, we’ll bring the ultrasound room to them. We created a wearable device that gave three fathers-to-be an experience they have been missing out. Unknown to them, this device recreates the pulsating sensation of their unborn babies’ heartbeats. With their wives by their side, the fathers experienced their baby’s heartbeat pulsate against their chest. Immediately it dawned on them that this was the first time they felt so close to their babies, overwhelming them with joy. Their reactions and stories were documented in a film titled All For That First Hello.
This was an intricate campaign that required many moving parts. Alongside the process of casting real-life pregnant couples with stories of their struggles, we were also building the wearable device that captured the baby’s heartbeat. Ultrasound data was captured from fetal dopplers and processed into a soundwave which was synced real-time to a mobile app via the cloud. The wearable device comprises a BLE 4.0 Arduino board, a LiPo battery and vibrating motors with a step-up regulator. Filming the documentary was a delicate process as careful planning was required to ensure the fathers had no idea what’s to come so that we can extract the most genuine of emotions. Seeding the filming took proper planning with the right kind of key opinion leaders in the field of family planning as well as mainstream social celebrities.
In the first 24 hours of its launch, the film attracted 3.5 million views. Netizens were touched by the joy that these fathers were experiencing for the first time. Discussions and questions surrounding the relevance of hospital policies that prevented fathers from entering ultrasound rooms were raised. To date, All For That First Hello has been seen by over 14.7 million people. We achieved 185% increase on the CTR to Elevit’s e-commerce page as well as 50% increase of visits to the Elevit website ever since the campaign began.
This idea involves the intimate interaction with our 3 couples, our target audience of people planning to have a baby to evoke emotions amongst our wider audience. With a social issue as the main topic, it also stirs them to discuss and question the status quo in the social space, amplifying our brand message.
Most couples we pre-interviewed shared with us their regret that dads-to-be are not allowed into the ultrasound room due to common hospital regulations. Unearthing this insight allowed us to create a social topic and move the audience. Furthermore, we wanted to speak to the head via the heart. What better way to discuss the importance of a baby’s healthy development than to show a father truly experiencing a miracle? Upon realizing that they are feeling their babies’ heartbeat, their genuine reactions of the fathers spoke volumes about the priceless experience of the first signs of life. And it drove home the key message that a developing baby requires the best care with as much nutrients as possible.