BABY CHAT

TitleBABY CHAT
BrandBAYER
Product / ServiceELEVIT
CategoryA05. Health & Wellness Tech
EntrantWUNDERMAN 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

Credits

Name Company Position
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
Yuki Honda Onion Producer
Seiya Mizukami Onion Production Manager
Yusuke Tabuki Onion Film Director
Shinya Matsuo Onion Cinematographer
Yoshiyuki Morishita Onion Gaffer
Anna Murakami Onion Music Producer

Why is this work relevant for Branded Content & Entertainment?

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.

Describe any restrictions or regulations regarding Healthcare/RX/Pharma communications in your country/region including:

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.

Describe the target audience and why your work is relevant to them.

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.

Background

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.

Describe the creative idea

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.

Describe the strategy

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.

Describe the execution

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.

Describe the outcome

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.

Links

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