Digital is not the only way

Malaysia – Mediums for campaign strategies may come in various forms but for media agency Universal Mccann’s (UM) chief executive officer, Prashant Kumar, it is always about analysing the campaign's objective first. 

Citing one of UM's biggest success with client Johnson & Johnson on their 'Touch' campaign which won an award for effectiveness recently, Prashant said in this campaign, the objective was to get mothers to massage their babies. 

"The issue was that modern mothers are not massaging their babies anymore, not just to strenghten the bones but massaging is also crucial because it leaves a positive impact on the both mother and child," he said.

Digital did not seem to be the only way to approach it so the UM team worked at on-the-ground approaches at hospitals and organising demonstrations to get the message across.

“The challenge was to make these mothers to start massaging their babies using Johnson & Johnson products, and the best way to deal with it is by demonstrations.”

TVCs were another educational and promotional avenue in which the correct method could be displayed and the result, he says, was an eye opener to all mothers.

To further make an impact, Prashant said the agency worked at hooking in celebrities and their babies as well as editors of parenting magazines to give more prominence and impact on the product.

Print advertisements in newspapers and magazines also featured the familiar faces for the Johnson's Baby Oil 'Touch' campaign. 

Prashant however, reiterated that this winning strategy was a result of collaboration between client, media agency and creative agency - Lowe & Partners - who cleverly designed the creatives to go with the campaign.

"They say the best work is when you can't make out if it was a creative idea or a media idea but ultimately, it's all about communications," he added.