YOUR BABY'S DREAM NEVER STOPS WITH PAMPERS

TitleYOUR BABY'S DREAM NEVER STOPS WITH PAMPERS
BrandP&G
Product / ServicePAMPERS
CategoryA02. Digital Illustration
EntrantSERVICEPLAN KOREA Seoul, SOUTH KOREA
Idea Creation SERVICEPLAN GERMANY Munich, GERMANY
Idea Creation 2 SERVICEPLAN KOREA Seoul, SOUTH KOREA
Production SERVICEPLAN UKRAINE Kiev, UKRAINE
Production 2 MASSIVE MUSIC Tokyo, JAPAN

Credits

Name Company Position
Suraen De Silva P&G KOREA Commercial Leader
Haejin Han P&G KOREA BM
Yoojin Jeon P&G KOREA ABM
Alexander Schill Serviceplan Group Global Chief Creative Officer
Julie Kang Serviceplan Korea CEO
Jihyun Seo Serviceplan Korea Creative Director
Eunman Kim Serviceplan Korea Art Director
Jiho Ahn Serviceplan Korea Associate Art Director
Jongpil Yoon Serviceplan Korea Chief Content Officer & Creative Strategist
Jiwon Kim Serviceplan Korea Strategy Planning Director
Yujin Ko Serviceplan Korea Senior Account Manager
Yerim Kim Serviceplan Korea Account Manager
Sungbae Cho Serviceplan Korea Account Executive
Elena Yakovleva Serviceplan Ukraine CEO
Andrey Kozachynsky Serviceplan Ukraine Group Account Director
Igor Klymenko Serviceplan Ukraine Creative Director
Eugen Sokolov Serviceplan Ukraine Managing Director of HoC in Ukraine
Tamon Fujimi MassiveMusic Tokyo Director of Creative Development APAC
Rick Sakurai MassiveMusic Tokyo Creative Director
Junya Terui MassiveMusic Tokyo Executive Producer

Describe the creative idea

Most consumers search and purchase diapers online. They call Pampers a Night Diaper. It derived from the core emotional benefit that Pampers stays soft and dry overnight. It helps babies to sleep comfortably and supports both babies and parents. Yet, this nickname can cause misconception of night product, while babies sleep throughout the day. We twisted the name to Beauty Sleep Diaper and developed brand message: the happiness for both moms and babies through sincere growth. We produced an animation to fully visualize 'baby's adventure in his dream,'and successfully delivered the brand message with a beautiful work as a real movie.

Describe the execution

Pampers Korea is one of the few imported diaper brands. It became the No.2 brand awareness, but the brand preference is relatively low. Competitors' marketings make consumers to visit their commercials. Yet, Pampers has heavily focused on sales promotion that there are few mentions online. It is a reliable and well-known brand but lacks a characterized brand image. As a diaper is a period-sensitive product, a strategic approach toward targets is crucial. Our targets, millennial moms, actively enjoy and learn how to care for babies through video contents. Online-contents have advantages in accessibility and building brand image. Thus, Pampers aims to increase purchase preference by strengthening emotional bonding with contents that evoke their own experience. Most other campaigns focus on the mom’s perspective. Our insight is to see from the baby’s perspective. With our new nickname, we illustrated a baby’s dream and his adventures. We invite viewers to enjoy the imaginative dream and embrace moms to relieve concerns about caring for babies and focus on giving love.

Links
Video URL