|Product / Service||ELEVIT|
|Category||A05. Health & Wellness Tech|
|Entrant||WUNDERMAN THOMPSON TOKYO, JAPAN|
|Idea Creation||J. WALTER THOMPSON JAPAN Tokyo, JAPAN|
|Media Placement||J. WALTER THOMPSON JAPAN Tokyo, JAPAN|
|PR||J. WALTER THOMPSON JAPAN Tokyo, JAPAN|
|Production||J. WALTER THOMPSON JAPAN Tokyo, JAPAN|
|Takayuki Niizawa||Wunderman Thompson Tokyo||Chief Creative Officer|
|Tetsuya Mita||Wunderman Thompson Tokyo||Copy Writer|
|Satoko Iida||Wunderman Thompson Tokyo||Senior Art Director|
|Haruka Kawazoe||Wunderman Thompson Tokyo||Graphic Designer|
|Yusuke Ito||Pikipiki dokan||Copy Writer|
|Hajime Kato||Wunderman Thompson Tokyo||Senior Digital Account Director|
|Tadayuki Sugahara||Wunderman Thompson Tokyo||Digital Business Director|
|Kengo Takeda||WHITE Inc.||Producer|
|Haruna Ito||WHITE Inc.||VUI Designer|
|Ryohei Arai||WHITE Inc.||System Engineer|
|Seiya Mizukami||Onion||Production Manager|
|Yusuke Tabuki||Onion||Film Director|
|Anna Murakami||Onion||Music Producer|
The Elevit brand helps a healthy pregnancy. It has been physically supporting pregnant women as a folate supplement. Through development of this AI voice app, it has evolved to the brand that can also support them mentally.
Japan has the Pharmaceutical Affairs Act stipulated by the government. In various forms of media including TV, appropriate advertising expressions are required in terms of efficacy and safety of pharmaceutical products.
Our target audience is pregnant women suffering from 40 weeks of anxiety until delivery. This AI voice app for entry has been newly developed with the objective of eliminating their anxiety.
Now is a time of seeking gender equality worldwide. However, there is a gender inequality issue that cannot be solved. It is 40 weeks of loneliness only pregnant women suffer. Especially, Japanese women tend to refrain from telling what they actually feel, even to their husbands. Considering such circumstances, what they needed was someone to casually talk to about their anxiety.
The Elevit brand from Bayer Yakuhin, Ltd. supporting pregnant women has developed a new-generation, voice app that enables a pregnant to chat with an AI voice of her baby in her belly. Speaking up their feelings, they can reduce anxiety. A voice of a pregnant has a positive effect on her baby as part of prenatal care.
The emphasis is on providing experiences from a perspective of pregnant women as our target audience. This new AI voice app realizes both emotional values of chatting with a baby's AI voice and medical values of promoting prenatal care supervised by gynecologists. Offering voice-based, heart-warming, new experiences, which is clearly differentiated from other applications for pregnant women, has led to eliminating their anxiety and even strengthening bonds with babies before a childbirth.
Baby Chat is a voice app that tells the growth according to the due date and gives a variety of helpful tips during pregnancy. Leveraging big data of users’ conversations, AI provides best answers to what they say. Baby Chat also analyzes their moods based on users’ conversations and sends the results to their husbands as a function to support communication between couples. For ad communications, we have effectively targeted touchpoints for pregnant women and executed a wide range of PR activities from app review by pregnant influencers, special movie ad on Instagram and endorsements from a supervisor.
Beyond reducing anxiety during pregnancy, this app is successful in strengthening bonds between a pregnant and her baby. As a fact, the rate of continued use is high at approx. 65%. Though pregnancy is a sensitive topic for media to feature, this app has been introduced in a wide variety of media including social, resulting in earned media value of 80 million JPY. The greatest news is more than 1,000 babies have been born with help of this app.