This was no ordinary media insertion.

The diaper changing station had to fit within the confines of a traditional lightbox poster. That meant it couldn't be bigger, heavier and come with more features than the lightbox poster can hold.

The diaper changing station also had to be placed at the right locations. It was not enough to have high-traffic areas where parents would congregate. We had to make sure they were placed where parents would have the time to interact with it, and in doing so, find it useful for their needs.

The campaign exceeded all expectations.

Mass media was abuzz with news of this innovative use of outdoor media. All in all, more than 50 articles appeared on Indonesia's most popular media channels.

Earned media coverage was valued at nearly Rp640 million, vastly surpassing the results of all its previous advertising.

The cost of this poster? Cheaper than the cost of a print ad insertion in Indonesia.