Merries Case study DIAPER CHANGING STATION by Dentsu Jakarta, Dentsu Strat Jakarta
Merries: DIAPER CHANGING STATION
Awards:
| Asia Pacific Advertising Festival (AdFest) 2015 | ||
|---|---|---|
| MEDIA LOTUS | BEST USE OF OUTDOOR & TRANSIT | Silver |
Credits & Description:
SUB CATEGORY : BEST USE OF OUTDOOR & TRANSIT
COMPANY ENTERING : DENTSU INDONESIA, JAKARTA
ENTRY TITLE : DIAPER CHANGING STATION
BRAND : MERRIES
ADVERTISER : KAO
ADVERTISING AGENCY : DENTSU INDONESIA, JAKARTA
EXECUTIVE CREATIVE DIRECTOR : KEAT SOH
CREATIVE DIRECTOR : AGUS ARBANA/CAKI ZOEHRA
COPYWRITER : DAMAR JUNIARTO
ART DIRECTOR : HENDRY SUTAMRIN/JOHAN WANGARRIJ/ADHITYA HARIMURTHY/
FAJAR IBRAHIM
ACCOUNT DIRECTOR : ELIZABETH NATALIA
ACCOUNT MANAGER : NAHDIAH ESTU P.
ACCOUNT EXECUTIVE : GENIH MAMANDA
AGENCY PRODUCER : MARINA SILITONGA
PRODUCTION COMPANY : VISUAL FARM, JAKARTA
DIRECTOR : ARI BIKING
CINEMATOGRAPHER/D.O.P : ARIF MBAH
PHOTOGRAPHER : STUDIO 13
RETOUCHER : HENDRY SUTAMRIN
EXECUTIVE PRODUCTION PRODUCER : ALDA HAMID
SOUND PRODUCTION COMPANY : POP UP, JAKARTA
SPECIAL EFFECTS COMPANY : THE CUT SHOP, JAKARTA
THE BRIEF : BABY FACILITIES ARE RARE IN INDONESIA. WHEN PARENTS GO OUT WITH THEIR BABIES, DIAPER CHANGE IS AN EXTREME ACTIVITY. AS A LEADING DIAPER BRAND, KAO MERRIES WANTED TO HELP.
THE STRATEGY : WE DECIDED TO MAKE USE OF POSTER SITES TO SPREAD THE MESSAGE THAT KAO MERRIES CARES FOR BABIES. BUT INSTEAD OF RUNNING JUST
A CONVENTIONAL POSTER, WE WANTED THE POSTER TO BE REALLY USEFUL FOR BABIES AND PARENTS.
THE RESULT : MASS MEDIA WAS ABUZZ WITH NEWS OF THIS INNOVATIVE USE OF OUTDOOR MEDIA. MORE THAN 50 ARTICLES APPEARED ON INDONESIA’S MOST POPULAR MEDIA. EARNED MEDIA COVERAGE WAS VALUED AT MORE THAN RP632 MILLION. NOT BAD FOR A POSTER THAT’S CHEAPER THAN
THE COST OF A PRINT AD INSERTION. FOOTNOTE: THIS POSTER STIRRED INTEREST AT HIGH LEVELS OF GOVERNMENT. ON 28 JAN 2015,
THE GOVERNOR OF JAKARTA, BASUKI PURNAMA, WILL LAUNCH THE DIAPER CHANGING STATION AT POPULAR PARKS THROUGHOUT INDONESIA.
THE EXECUTION : WE CREATED A POSTER THAT’S MORE THAN A POSTER. WITH A PUSH OF
A BUTTON, IT BECOMES A DIAPER CHANGING STATION. AND IT COMES WITH FOAM PADDING, DISPOSABLE SHEETS AND A SAFETY BELT FOR BABIES. CUSTOM-MADE PLASTIC BAGS FOR USED BABY DIAPERS ARE ALSO PROVIDED.