Client:
Johnson and Johnson
Brief:
Johnson and Johnson annually holds a “Baby of the Year” contest. Working in partnership with Lowe Malaysia and along the direction of “Your Baby is a Star”, we were tasked with the online portion, both in facilitating the functional portions of the contest, but more importantly building online awareness.
Solution:
Babies are adorable just the way they are, but put a costume on them and the “awww” factor goes 10 fold. A viral email was conceptualised with adorable kids dressed as famous people. The call to action being to “Let your children make a name for themselves, Join the Johnson and Johnson “Baby of the year” contest. Online ads being more mass, we had to appeal to a wider audience. Users were invited to “Guess the Celebrity baby”. Presented with baby photos and different celebrities to choose from, the point was that none of the answers were right. The message to parents were that its hard to see the potential in your kids, take the first step with Johnson and Johnson.
