FIRST GIFT FOR MOMS

TitleFIRST GIFT FOR MOMS
BrandWYETH
Product / ServiceBRANDING OF WYETH
CategoryD02. Use of Co-creation & User Generated Content
EntrantARTGITAL 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

Credits

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

The Campaign

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!

Creative Execution

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.

Insights, Strategy and the Idea

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.

Links

Supporting Webpage