Pampers: ZZZ RADIO

Credits & Description:

SUB CATEGORY : RADIO
COMPANY ENTERING : ACE SAATCHI & SAATCHI MANILA, MANILA
ENTRY TITLE : ZZZ RADIO
BRAND : PAMPERS DIAPER
ADVERTISER : P&G DISTRIBUTING PHILIPPINES INC.
DIRECT/ADVERTISING AGENCY : ACE SAATCHI & SAATCHI, MANILA
EXECUTIVE CREATIVE DIRECTOR : ANDREW PETCH
CREATIVE DIRECTOR : TRIXIE DIYCO/BIA FAMULARCANO
COPYWRITER : RAM MENDOZA
ART DIRECTOR : KEVIN BELTRAN
AGENCY PRODUCER : MICHAELANGELO REYES
PLANNER : CARMEN ANTUNEZ/LOREN BADE
PRODUCTION COMPANY : POST MANILA, MANILA
SOUND PRODUCTION COMPANY : CUTTING EDGE, MANILA
COUNTRY : PHILIPPINES
ACTIVATION : YAHNEE MENDOZA
THE BRIEF : PAMPERS PRODUCES DIAPERS SPECIFICALLY DESIGNED TO BE ABSORBENT AND COMFORTABLE, SO THAT YOUR BABY GETS UNINTERRUPTED SLEEP (AND MOTHERS, SOME MUCH NEEDED SLEEP). OUR BRIEF WAS TO COMMUNICATE THIS BENEFIT. BUT WHAT IF WE COULD DEMONSTRATE IT?
THE SOLUTION : NUMEROUS STUDIES WORLDWIDE HAVE SCIENTIFICALLY PROVEN THAT WHITE NOISE HAS A SLEEP INDUCING EFFECT ON BABIES AND ADULTS. FOR YEARS, PEOPLE AROUND THE WORLD, HAVE BEEN USING WHITE NOISE MACHINES TO SLEEP BETTER. UNFORTUNATELY, WHITE NOISE MACHINES ARE TOO EXPENSIVE FOR THE AVERAGE FILIPINO MOM. FORTUNATELY, RADIO STATIC IS WHITE NOISE. AND 90% OF HOUSEHOLDS IN THE PHILIPPINES OWN RADIO SETS. SO WE TURNED THEIR RADIO SETS INTO WHITE NOISE MACHINES. BY FINDING A RADIO FREQUENCY NO ONE OWNED. THAT AIRED NOTHING BUT STATIC. AND SIMPLY BRANDED IT. INTRODUCING PAMPERS 99.1 ZZZ RADIO. RADIO STATIC GIVING BABIES A SOUND SLEEP. THE FIRST RADIO STATION THAT TURNS STATIC INTO CONTENT 24/7 THAT LISTENERS WANT TO HEAR, NOT TO BE ENTERTAINED, BUT TO BE PUT TO SLEEP.
THE RESULTS : ONLINE ENGAGEMENT FOR PAMPERS DIAPERS INCREASED BY 2011% DURING THE CAMPAIGN PERIOD. WE TRANSFORMED OVER 25 MILLION RADIO SETS INTO WHITE NOISE MACHINES. JUST BY AIRING NOTHING. AND FOR THE COST OF ALMOST NOTHING.