Pampers: Record breaking “Wall of Sleep”

The Warc Prize for Asian Strategy is the first Asian competition set up to reward brilliant strategic thinking in marketing. Marketers and agencies across Asia (excluding the Pacific region) were asked to submit case studies that demonstrated how insight and strategy had solved a business problem. The cases had to show what the problem was, the strategy that was developed, how that strategy was brought to life and the results it delivered. The prize was judged by a panel of senior clients and agency-side strategy experts, using the following weighting: quality of insight (15% of marks); quality of strategic thinking (40%); implementation (15%); performance against objectives (20%); lessons learned (10%).

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Campaign Details

Advertiser: Procter & Gamble
Agency: Starcom Singapore
Brand: Pampers
Campaign duration: January 2010-March 2010
Country: Indonesia
Media budget (USD): Up to $500,000
Channels used: Branded content, events, in-store, magazines (consumer), newspapers (national), public relations, radio (national), sales promotion, television (broadcast)