Questions / Pregnancy Birth and Baby
The Challenge:
Pregnancy, Birth and Baby is a government service providing advice and support for new mums, partners and family members. However after 3 years of existence, the brand awareness was incredibly low and we were briefed to increase call and website numbers.
The Insight:
There’s no experience more daunting than becoming a parent for the first time, with every day filled with new challenges and concerns. New parents are faced with more questions than they ever expected, and often feel helpless and alone
The Idea:
Turning the Huggies style happy mum image on it's head, we shot the TVC from the point of view of the baby to capture the real emotion and concern of new parents.
The Impact:
Tapping into the reality that new parents can relate to proved to be highly effective, achieving a 50% increase in calls, a 36% increase in website traffic and an 80% increase in brand awareness.