| Title | BABIES OF THE OCEAN |
| Brand | LIBERO |
| Product/Service | DIAPERS |
| Category |
E02. Interactive Video |
|
Entrant Company
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MOMENTUM Gothenburg, SWEDEN
|
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Advertising Agency
|
MOMENTUM Gothenburg, SWEDEN
|
|
Media Agency
|
ZENITHOPTIMEDIA Stockholm, SWEDEN
|
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Production Company
|
SWISS INTERNATIONAL Stockholm, SWEDEN
|
Credits
| Markus Näslund |
Momentum Ab |
Creative Director |
| Anders Collin |
Momentum Ab |
Account Director |
| Katrin Hamp |
Momentum Ab |
Account Manager |
| Annsofie Antontic |
Momentum Ab |
Art Director |
| Fia Erixon |
Momentum Ab |
Copywriter |
| Stina Moberg |
Momentum Ab |
Art Director assistant |
| Emelie Thorén |
Momentum Ab |
Operative Account Manager |
| Carl Kamm |
Momentum Ab |
Content Manager |
| Jonas Henoch |
Momentum Ab |
Junior Copywriter |
| Sebastian Reed |
Swiss |
Director |
| Lolo Uggla |
Swiss |
Producer |
| Eric Börjesson |
Swiss |
Underwater DOP |
Creative Execution
We used the phenomenon ‘slactivism’, where people want to make a difference, but do it in the form of likes and shares. When someone watched the video, clicked the banner or bought the limited edition diapers – Libero donated to the cause. And urged people to visit the campaign site to learn more and see how close we were to our goal. This was illustrated with an aquarium on the site, which filled up with water, representing the amount of money raised.
This was Libero’s best campaign ever. Their market share in Sweden went up by 15 percentage points, which was an all time high. They sold over 225 million units and had over 1,3 million views. They also reached their goal – raising 500 000 SEK to the saving of endangered species.
The target group is parents. And as any parents they want to create the best possible world for their child to grow up in. With that in mind, we started a campaign to raise money towards saving endangered species in the ocean. The money, more specifically, went to “Havets hus” (House of the ocean) in Lysekil, Sweden. Where they are building baby pools for the breeding of endangered species that are going to be released into the ocean once they get to the right age.
By tying together the future of the babies with the future of the endangered baby animals we managed to create a strong incentive and great engagement.