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The Magic of Bubbles

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Insight 

Being a parent is tough work. All those sleepless nights, numerous late feedings and constantly having to be “on” leaves parents more focused on the routine of things while forgetting the rewarding leisure time they can have with their little one. Add that to the demanding work culture of Thailand where 87% of mums are employed as opposed to stay-at-home parents and it becomes very easy for mums to overlook the many benefits bath time can bring to the development of their child.  

So Johnson & Johnson had something important to say to the hardworking mothers of Thailand; bath time is So Much More than a task or chore. It’s a time for bonding, a chance for baby’s healthy development and most importantly, an excuse to have fun and discover, together. 

Strategy 

To remind mums of just how fun and enjoyable bath time can be, Initiative took the experience out of the tub and to the big screen; an interactive, outdoor screen that is. Creating Thailand’s first ever Baby Bubble LED, it reminded parents of how bubbles can help with hand-eye coordination, not just for baby but for them as well.  

Featuring Johnson & Johnson’s So Much More video ad, the agency took the bubbles from the digital billboard screen and gave them life, lifting parents’ heads away from their mobile phones and toward the experience. 

With so many parents believing that bath time is just a time to clean their bundle of joy, the 4D billboard helped reinforce Johnson & Johnson’s key message of So Much More. In addition to the coordination benefits of bubbles, the interactive campaign helped educate parents across every communication touch point, informing them of the fact that babies bathed with scented washes develop more engagement cues with their parents, splashing in the water teaches infants the relationship of cause-and-effect, skin-to-skin contact during and after a bath increase alertness and attentiveness, baby’s sleep quality, and more.  

Execution 

To bring everything to life Initiative placed bubble dispenser machines on top of Thailand’s largest digital billboard located at Bangkok’s busiest shopping center, Siam Square One. Fully equipped with a sensor, the release of the bubbles was perfectly in-sync with Johnson & Johnson’s commercial slot.  

As Johnson & Johnson scented bubbles transcended the 2D screen and entered the 4D world, parents and children alike had a blast playing with and popping the many soap spuds around them—even documenting the experience with photos and videos.  

To personalise the interactive experience it then invited parents to share photos of their little one on social media for a chance to have their baby featured on the large experiential screen.  

The interactive experience was paired with a full-fledged global campaign, reinforcing the So much More message across mediums transcending digital and traditional channels. The campaign drove home the benefits of bath time through print, television and online display ads.    

Results 

Overall, the experience made a huge splash amongst the mums of Thailand. 

1) Reaching an estimated 5.4 million eyeballs,  
2) An unprecedented earned media value of 15.9 million and 
3) Skyrocketing past the previous year’s sales by 11% — the highest marker in three years! (Source: Nielsen Retail Audit)

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Brand:
Johnson's Baby
Brand Owner:
Johnson & Johnson
Category:
Baby Care
Region:
Thailand
date:
February - March 2015
Agency:
Initiative
Media Channel:
Experiential,Online,Out-of-Home,Print,TV
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