Branded entertainment in the Philippines is mostly known as placement buys on television shows, movies or radio shows. Each placement buy costs an arm and a leg.

Pampers believes in providing uninterrupted sleep for all babies. The brand wanted to demonstrate this in a cost-efficient way. It did not have the luxury of big money for media placements.

Pampers ZZZ 99.1 FM is the first radio station that airs nothing but static to give babies a sound sleep. We turned radio sets into white noise machines by finding a radio frequency no one owned, that aired nothing but static, and simply branded it.

The campaign turned 25 million radio sets into white noise machines by airing nothing and for the cost of almost nothing too.

Pampers produces diapers designed to give babies uninterrupted sleep. Our brief was to communicate this benefit. But what if we could demonstrate it?

White Noise is an audio signal scientifically proven to have a sleep-inducing effect on babies. Moms worldwide use white noise machines. But in the Philippines, they're too expensive.

However, white noise can actually be heard for free. Because radio static is, in fact, white noise. So we found a radio frequency no one owned, that aired nothing but static and simply branded it.

Pampers 99.1 ZZZ FM. The first radio station that airs static 24/7 to give babies a sound sleep.

Pampers ZZZ 99.1 FM got mothers and their babies listening. And mothers started sharing the campaign online, increasing online engagement for Pampers Diapers by 2011% during the campaign period. Doctors started listening too.

But amidst all that, one thing stood out – Pampers 99.1 ZZZ FM transformed over 25 million radio sets into white noise machines, just by airing nothing and for the cost of almost nothing too.

Not bad for a campaign that put its audience to sleep.