Changes Worth Making by Drypers Malaysia

CLIENT: Drypers Malaysia / SCA

PROJECT: Changes Worth Making

CAMPAIGN OBJECTIVE: To re-assure mothers that Drypers is the mothers’ brand of choice vs. competitor (Pet Pet).

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THE CHALLENGE: Drypers have been maintaining its leadership in the diaper category. However, their closest competitor, Pet Pet have been gaining market share faster than Drypers by fighting mainly on price point. Drypers needed a campaign that would clearly differentiate them from Pet Pet.

KEY INSIGHT: We realized how much parents sacrifice and how their lives change with the arrival of their babies. But all parents feel that these changes are worth it at the end of the day.

BIG IDEA: Changes Worth Making

Just like parents change for their babies, Drypers too goes through great length to ensure the quality of their products.

We created a campaign that acknowledged the sacrifices and understand the changes a parent goes through.

VIDEO:

We created a series of 4 videos of real mums sharing how they had changed for their babies.

The videos were posted online to create awareness about the campaign.

MICROSITE:

We also ran a contest to ask parents to submit their stories of how they had changed for their babies.

We built a website for submissions, and also to feature Drypers product quality.

THE RESPONSE: We received some very quirky and ‘real’ submissions from parents sharing their personal changes.

THE RESULT: We received 2 Kancil Bronzes (2013).




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