Title | FIRST GIFT FOR MOMS |
Brand | WYETH |
Product / Service | BRANDING OF WYETH |
Category | D02. Use of Co-creation & User Generated Content |
Entrant | ARTGITAL INTERACTIVE SOLUTIONS Taipei, CHINESE TAIPEI |
Idea Creation | McCANN TAIWAN Taipei, CHINESE TAIPEI |
Media Placement | McCANN TAIWAN Taipei, CHINESE TAIPEI |
Production | ARTGITAL INTERACTIVE SOLUTIONS Taipei, CHINESE TAIPEI |
Name | Company | Position |
---|---|---|
Ian Lin | Artgital Interactive Solutions Ltd. | Creative Director |
Jerry Lin | Artgital Interactive Solutions Ltd. | Project Manager |
Leo Hsu | Artgital Interactive Solutions Ltd. | Project Manager |
Cater Tsai | Artgital Interactive Solutions Ltd. | R&D Supervisor |
Joey Chen | Artgital Interactive Solutions Ltd. | Senior Digital Planner |
Stan Chang | Artgital Interactive Solutions Ltd. | Senior Art Director |
Yoncky Chuang | Artgital Interactive Solutions Ltd. | Animator |
Hope Hu | MRM//McCANN TAIPEI | Creative Director |
Kinme Tsai | MRM//McCANN TAIPEI | Associate Art Director |
Five Lai | MRM//McCANN TAIPEI | Associate Art Director |
Henri Cai | MRM//McCANN TAIPEI | Copywriter |
Amanda Liu | MRM//McCANN TAIPEI | Associate Acount Director |
Felicia Lin | MRM//McCANN TAIPEI | Senior Acount Executive |
Kyle Chang | Wyeth Taiwan | Marketing Planner |
Vickie Lin | Wyeth Taiwan | Marketing Planner |
Mothers value every first moment with their babies, and they remember every precious moment. So what can babies do for their mommies? Wyeth and babies brought a special surprise to all mommies!
We used a “dynamic sensor” to record fetal movements, and transform them into a visualized creation. The colorful splashes on the painting were created based on the frequency, strength, and location of the fetal movements; as a result, mothers could see their babies’ first vivid creations right away, and they were the most unique gifts from the babies. Also, we hosted an exhibition called“THE FIRST GIFT EXPO ”to share happiness.
• More than 5,000 mothers signed up for the event. We invited 600 of them to experience this precious moment with their babies. • We put together this art babies created for their mothers, and hosted an exhibition called “THE FIRST GIFT EXPO.” • News reports and media coverage attracted the public’s attention to the event. • 94% of the mothers who participated in the event think Wyeth is the expert on baby and mother care; moreover, we promoted the branding and sales successfully.
"First Gift for Moms" worked with the Wyeth Mom Club to promote the branding and sales of Wyeth through special interactive experiences and marketing stories. We did attract the public’s attention to the event through news reports and media coverage.
The Wyeth Mom Club is held by Wyeth every week, and we put "First Gift for Moms" into this club to raise the branding impression. This event would be promoted by word of mouth whose participated; besides, the user generated contents(baby's' painting) would be shared on social media, and got more post reach by moms' friends.