Pampers: WHITE SOUNDS

Credits & Description:

Category: Direct Response Digital: Mobile Marketing

Advertiser: PROCTER & GAMBLE

Product/Service: PAMPERS NAPPIES

Agency: TRIBAL ARGENTINA

Creative Director: Walter Ioli (Tribal Argentina)

Copywriter: Pablo Lopez (Tribal Argentina)

Copywriter: Lupe Rosell (Tribal Argentina)

Copywriter: Francisco Casserly (Tribal Argentina)

Art Director: Lucas Tonet (Tribal Argentina)

Art Director: Dana Daveiro (Tribal Argentina)

Art Director: Juan Calvo (Tribal Argentina)

Project Leader: Pablo Banchieri (Tribal Argentina)

Production Director: Leticia Simon (Tribal Argentina)

Animation Producer: Alejandro Arias (Tribal Argentina)

Account Manager: Candelaria Seara (Tribal Argentina)

Media placement: Site - Official Brand Page - 5 January 2012

Media placement: Mobiles - Mobiles, Tablets - 5 January 2012



Describe the brief/objective of the direct campaign.



Leverage the Pampers Community to touch each consumer individually, generating a stronger bond and installing Pampers as a brand that understands babies best.



Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.

Research shows that there are certain sounds that calm babies and help them stop crying. These are the sounds that have the same frequency as those they hear when in their mother´s womb. For example, sounds such as rain falling, a vacuum cleaner running, or a blow dryer in use.

Because Pampers know how necessary it is for babies to sleep well in order to reach full development, we developed the White Sounds application that allows mothers to play these sounds at will, and shared it with Pampers.



Explain why the creative execution was relevant to the product or service.

'Entre Mamas' Community. With the White Sounds application, we help mothers help their babies rest and sleep better.



Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.

In just the first 3 months, the application was downloaded 11,397 times.