Title	BABYBUZZ
Brand	SCA HYGIENE PRODUCTS
Product/Service	LIBERO
Category	A02. Creative Innovation (incl. business solutions in association with a brand or creative campaign)
Entrant Company	VOLONTAIRE Stockholm, SWEDEN
Advertising Agency	VOLONTAIRE Stockholm, SWEDEN
Media Agency	ZENITHOPTIMEDIA Stockholm, SWEDEN
Production Company	PEOPLE PEOPLE Stockholm, SWEDEN
Production Company 2	BIRGER & BLOM Stockholm, SWEDEN
Production Company 3	STOPP Stockholm, SWEDEN

Name	Company	Position
Eva Nilsson	Volontaire	Account Director
Patrick Kampmann	Volontaire	Senior Planner
Johanna Jöhncke	Volontaire	Agency Producer
Andreas Hård Af Segerstad	Volontaire	Digital Producer
Rasmus Nilsson	Volontaire	Creative Director
Elisabeth Fischer	Volontaire	Copywriter
Lucas Lima	Volontaire	Art Director
Niklaz Lönnqvist	Volontaire	Art Director
Kalle Mattsson	Volontaire	Designer
Viktor Bolin	Volontaire	Pr Strategist
Joakim Ohlsson	Volontaire	Pr Consultant

The Brief

Being pregnant is a life-altering experience. For the would-be fathers however, the early part of the pregnancy is much less concrete than for the woman carrying the baby. There are no obvious physical manifestations, no kicks to feel on the stomach. So mothers carrying the baby often feel a bit alone in their pregnancy, they’re not able to share the experience with their partners, as they would like to. Historically would-be dads become more aware as the baby’s activities become more apparent, kicks you can feel, movement. When fetal ultrasounds became widely used 1970s things changed. Ultrasound pictures made parenthood more tangible, more concrete and as a result would-be dads became more involved earlier than before in the pregnancy. We can thank technology for this positive change of behaviour. Shared pregnancies lead to better relationship, happier couples, more secure mothers and safer and less complicated deliveries. In short it is better for everyone involved including babies. Sweden is the most gender equal country in the world, providing Swedish parents with the worlds longest parental leave for both mothers and fathers. Despite this the discourse in Sweden is how we can become an even more progressive country regarding parenting, parenthood and children’s upbringing. Swedes are tech-savvy and generally adopt early to technical innovations. The wearable trend is omnipresent but has still hasn’t penetrated the broader masses in general usage. BabyBuzz is in beta stage and is now being tested in groups of first-time mothers and their partners.

Libero had noticed discussions regarding lonely mothers during their pregnancy in The Libero Club, their customer club, where mothers asked on advice on how to get their partners to participate more in the pregnancy. This is the problem BabyBuzz addresses. The challenge was to find a way for the pregnancy to become a more shared experience through the use of simple technology and readily available tools. The solution was to build a prototype of a single purpose wearable (a wrist-band) that lets the mother “buzz” the father when she feels the baby move. The wristband uses a Bluetooth link-up to a smartphone that connects the same way on the other end to the receiving wristband. The prototype does two things: 1. It gives the father a concrete reminder of the baby to come. 2. It gives him a “signal” to his surrounding that he’s to become a father, as there is none today. BabyBuzz ambition is to bring soon to be fathers into the pregnancy earlier and thus strengthen the bond between couples and their step into parenthood. From a business-perspective, BabyBuzz makes Libero relevant before the baby is born (when consumers actually start to buy Libero products) and build loyalty to the Libero paving way for future sales. Libero is all about “helping parents” and they do so in numerous ways, from producing premium baby-diapers and baby-care products to distribution of child knowledge and parent support. BabyBuzz uses existing technology, wearable tech plus Bluetooth and smartphone connectivity in a new way. The complexity is mainly to produce an intuitive simple product that enhances an existing behaviour. The reception of BabyBuzz has been overwhelming and the product is now in the industrial phase for mass production. BabyBuzz will be part of a lending program through the Libero customer club.

The long term ambition is to make as many pregnancies possible less lonely for the mothers, create “fathers earlier” and thus creating better relationship, happier couples, more secure mothers and safer and less complicated deliveries. From a business perspective BabyBuzz goal is to recruit the target group early. The product will be possible to loan as a member through the Libero customer club. Results so far has been extremely positive, from a PR-perspective as well as consumer feedback from test pilots. This has been an important bases for Libero to invest in the next phase, the mass production of BabyBuzz.