Pampers Lullabies
Peilin Lee
Campaign details
Brand owner: Procter & GambleAgency: Starcom MediaVest GroupBrand: PampersCountry: IndonesiaChannels used: Internet - microsites, widgets, Online video, Social mediaMedia budget: Up to 500k
Executive summary
With 18 babies born every minute, Indonesia is one of the largest and most important markets for Pampers. But messages about the brand's benefits have often been drowned out by the market leader Huggies, which trumpeted free gifts with purchases, and by the trendy Japanese import MamyPoko.
The agency needed a campaign that would cut through the noise,...