Title	SKYPE BEDTIME CALLS
Brand	MICROSOFT
Product/Service	SKYPE
Category	A09. Original Branded Digital or Social media
Entrant Company	LOOK AT MEDIA Moscow, RUSSIA
Contributing Company 2	LOOK AT MEDIA Moscow, RUSSIA
Contributing Company	DENTSU AEGIS NETWORK RUSSIA Moscow, RUSSIA

Name	Company	Position
Maria Gelman	Look At Media	Creative Director
Maxim Kayumi	Look At Media	Sr. Digital Creative
Alexei Zaikin	Look At Media	Project Manager
Olga Sen	Look At Media	Art Director
Philipp Karetov	Look At Media	Copywriter
Alexander Yakunichev	Look At Media	Front end developer
Maxim Vorozhtsov	Look At Media	Front end developer
Alexander Rybyakov	Look At Media	Technical Director
Alexei Astafiev	Look At Media	Animation designer
Philipp Chekunov	Look At Media	Illustrator
Andrei Mitroshin	Look At Media	Sound Designer
Anna Filatova	Look At Media	Fairy tale therapist
Elena Kayumi	Look At Media	Psychologist
Anastasia Komolova	Look At Media	Account Director
Irina Manych	Look At Media	Junior account executive
Anna Litvenko	Dentsu Aegis Network Russia	Digital Special Projects Group Head
Darya Krasnyakova	Dentsu Aegis Network Russia	Digital Account Group Head
Kamal Meriem	Dentsu Aegis Network Russia	Innovation Director
Irina Bespalko	Microsoft	Marketing Communications Manager
Anton Grachov	Microsoft	Product Marketing Manager

The Campaign

Problem According to statistics working parents in Russia spend around 1 hour per day with their kids. 58% of working parents think that work disturbs their relationships with children. To overcome this problem some parents already use Skype to communicate with kids but they can't explain their absence in the right way. Objective Our task was to make Skype the ultimate tool that would bring parents closer to their kids and enhance their communication. Strategy To suggest parents a simple way to explain their absence properly through the language familiar to children. In this case we help children understand their parents and make parents get more involved into relationship and do everything right not to hurt their child's feelings. Solution We created Skype Bedtime Calls — a series of therapeutic fairy tales written by child psychologists for kids of different age. Parents could pick a fairy tale and tell it to a child before he goes to sleep. Stories explain to children why their parents had to stay at work and why adult's world works this way. Mechanics Call your child via Skype on any device, type in your kid's name and choose his age. Share a unique link with your kid and read a story like a karaoke song. The child hears parent's voice through Skype and sees the animated story told by him on the web page. Each story solves the child's sense of deprivation from their parents — through characters, plot and graphics, tailored for each age group.

Skype was broadly discussed across the media including parents communities and psychological forums. We had more than 2 million users covered by the campaign, 44% of users came back to the project more than once. Skype became an emotional platform for family communication that enhances understanding between parents and kids through content therapy.

We created personalised content that enhances use of the product and makes Skype an emotional platform for family communication. To do this we launched a campaign featuring a series of fairy tales that parents could read to their children via Skype when they are stuck at work. Stories explain to children why their parents are away from home and help them understand the adult's world. Each animated story was created with the help of professional child psychologists using a Fairy Tale therapy as a tool. Stories were tailored for different age groups according to their psychological needs and values. Using Skype parents could read stories and explain their absence to children in the right words and the right language.