The Campaign

We leveraged the idea of Bedtime Stories to help dad facilitate a connection even when he couldn't be there. We commissioned our own ANMUM BEDTIME STORIES; a collection of Dad Moments inspired by nature’s most loving fathers. This included a unique story of a dad frog who helped give his kids confidence to jump across the lily pads, bringing to life the important role dad can play in their children’s lives. We created hard cover books that were offered in store as a gift with purchase. We created an emotive piece of branded video content using a real family to capture working late and missing special moments with a ‘reveal’ of our Anmum personalised video book. and offered dad’s the chance to own a limited-edition LCD video storybooks versions ‘read‘ by their own voice.

Creative Execution

This Father’s Day campaign was designed to create engagement with Anmum & launch the NZ Facebook page. . Airports, Social and Digital Video became our high reach ‘missed moments’ environments: • Screens and mobile geo-targeting was used to ring-fence the AirNZ Travel Lounges encouraging dads to magazine racks where the hardcover books were displayed with the CTA to make their own digital version while they were waiting • Branded instructions on shelf showed dad how to record via their mobile phone and email it through as a simple voice memo • Encouraging special shares via #dadtime, we gave 100 books away on Facebook. o Book scripts were sent to our winning dads. We digitally overlaid their voices into the books, delivered them and requested they share back their #dadtime moment with their personalised book. We promoted these on Facebook. • Our branded video ran across Social and Digital Video platforms.

With branded content drivers to create the storybook we reached 90% of parents and +27% sales in 28 days Objective 1: Reach 80% of NZ parents (population size 160,000) with a min. 70% positive sentiment Achieved - 90% of parents reached with 99% positive sentiment • Social media ? -808,905 impressions. 14 Days. ? -530 photo comments in 14 days for #dadtime • Branded Video ? -422,795 views. 14 days • Website visits: 5,631 sessions. 11,084 page views. 16 days. • We reached in excess of 100,000 dads across airports. Objective 2: Increase KPIs by 10% Achieved - 27% increase in agreement of the statement ‘Anmum Cares for the needs of my family’ - Increase in ‘A brand I recommend’ by 22% Objective 3: Increase sales by 10%. Achieved - 27% in 28 days - Highest growth weeks since launch - Total Buyers grew from 6%-10%

While the category targeted Mums directly, we choose to target Dads to reach Mums. With the pressure of modern day lives we uncovered that Dads were finding themselves regrettably absent from their children’s lives. This impacted Mum because she saw dad as her biggest supporter. Our Insight: Time away from their family made them doubt their ability to be a 'great dad'. We wanted to find a way to enable dad to be part of ‘Moments Missed’ –the times they wish they could be there but they weren’t. We discovered that work meant no ‘goodnights’ A Harvard study uncovered that Dads are better at reading bedtime stories –increasing a child’s language skills. Our Approach: Adapt the Bedtime storybook medium so Anmum was part of one of the most intimate moments shared between parents and their children using one of the most powerful media channels available to us – dad’s voice.