| AME Awards, 2015 | ||
|---|---|---|
| use of discipline | promotions | AME Bronze Medallion |
Piece #1 - Merries Video Case
Company: Dentsu (Thailand) Ltd.
Award: AME Bronze Medallion
Brand: Merries
Title: Merries Babysitter
Country: THAILAND
Competition: use of discipline
Category: promotions
Talent Credits
Ted Lim - Chief Creative Officer
Nisa Mujjalintrakool - Executive Creative Director
Adul Borvornsrisakul - Deputy Executive Creative Director
Akk Phapongskasem - Assistant Creative Director
Panote Wangchaiya - Creative Group Head
Pilan Subhasri - Senior Art Director
Chotiwat Thasanasuwan - Art Director
Uraiwan Pongthavornsawat - Copywriter
Patcharin Sukorat - Associate Director
Suttinan Wongueawate - Account Executive
Thanyathorn Chaicaroenpat - Assistant Sound Manager
Marisa Tiptongdee - Film Production Manager
Sihanat Bunnag - Film Producer
Small Room Co., Ltd. - Sound Production
Jingle Bell Co., Ltd. - Sound Production
Kumlungdee Bangkok Co., Ltd. - Production House
Campaign Summary
Taking care of a baby is not easy. As a diaper brand, Merries wanted to be more engaged in helping parents in doing so and established our expertise in baby caring. By recreating a special sound similar to that in a mother’s womb at the frequency of 6,000 – 8,000 MHz to help babies relax and stop them from crying, we launched the sound through Babysitter QR Code attached on packs of Merries and released a new sound every month in order to prevent babies from getting used to and encourage repeat purchase. With Merries Babysitter campaign, we achieved to turn the baby’s cry into a happy smile as well as build brand loyalty among parent consumers.