Media > Target Audience
STARCOM MEXICO, Mexico / PROCTER & GAMBLE / 2004
Awards:
Overview
Credits
Audience
In a highly competitive market, show and tell Mexican mothers that the best diaper brand is the most trusted diaper brand: Pampers.
Effectiveness
This campaign exceeded our expectations, achieving a 17% recall versus the original objective of 15%. Volume objectives were also exceeded by 10% over plan. The campaign tagline line – 'Dream At Night, Learn By Day' – grew to become Pampers’ second most recalled advertising message, at 23%, after only three months.
Execution
We ran our Pampers' Baby Talk programme for eleven months on Radio Formula, a national talk radio station. Bringing in nationally known outside experts, and broadcasting from baby care centres, children’s stores and amusement parks, we reinforced the idea that Pampers is the brand that truly understands children, and their moms. Additionally, our bedtime story contest generated talk and further reinforced Pampers as the most trusted – and child-sensitive – diaper brand.
MediaEffort
While radio was the key medium for this campaign, our live broadcast strategy, bedtime story book contest and the production of a commemorative book that compiled the best stories from our listeners and customers all worked to bring a simple, single idea - the power of words and talk to reinforce the essence of a trusted brand – to life in ways that extended well beyond the radio medium.
MediaStrategy
Baby Talk. Mexican mothers are deeply concerned about their children’s development – and hunger for information on how to best care for them. Eighty-four percent of these mothers listen to and trust talk radio. Notably, storytelling is a strong tradition in Mexico – stories are important to communicating wisdom and love. With this in mind, our strategy was to sponsor a baby care programme during a popular talk radio segment. To support our Pampers' Baby Talk programme and generate interest, we ran a corresponding on-air contest that encouraged mothers to submit baby bedtime stories, the best of which were made into a book.
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