| Title | LULL A BEAR |
| Brand | UNILEVER / YUMOS |
| Product/Service | SOFTENER |
| Category |
B02. Use of Mobile Devices |
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Entrant Company
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4129GREY Istanbul, TURKEY
|
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Advertising Agency
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4129GREY Istanbul, TURKEY
|
Credits
| Alemsah Ozturk |
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Ceo/Chief Happiness Officer |
| Seren Koroglu |
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Creative Group Head |
| İlyas Eralp |
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Creative Group Director |
| Elif Kavalci |
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Creative Group Director |
| Alperen Altinoz |
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Creative Group |
| Deniz Makal |
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Creative Group |
| Ercan Nailoğlu |
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Art Director |
| Nihan Kutlu |
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Art Director |
| Erge Paker |
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Project Manager |
| Can Korfali |
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Project Manager |
| Berna Bulat |
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Agency Producer |
| Emir Ulas |
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Brand Manager |
| Onur Cengiz |
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Digital Communications Group Head |
| Gulden Keceli |
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Digital Communications Group |
| Damla Tutuncu |
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Digital Communications Group |
| Yegah Kucukyumuk |
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Digital Communications Group |
| Zeynep Bozok |
Freelance |
Music |
| Hidayet Bayraktar |
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Technical Director |
| Okan Ulas Gezeroglu |
Freelance |
Product Development Team |
| Kagan Cam |
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Product Development Team |
Brief Explanation
Yumos and OMO wanted to promote their sensitive skin formula products, which are specially designed for infant clothes. We discovered that in the postnatal period, the biggest struggle for a mom and her baby is the sleep disorder. To help new moms with this problem, we decided to bring comfort to their sleepless nights as well, by using the power of lullabies. Since the mom’s voice is the first sound babies hear when they are still in the womb, it has a comforting effect, like how Yumos and OMO give comfort to the laundries with their sensitive skin formula.
Results and Effectiveness
Within the first week, the moms who have downloaded the app said that their quality of life have increased rapidly. Lull-A-Bear, with its unique algorithm, became the primary mom-helper for our target audience, especially during the night. Traffic to the brands’ websites has increased and the campaign raised awareness amongst young moms.
Creative Execution
Lull-A-Bear is the world’s first mother’s voice karaoke app designed to record the sweetest lullabies for babies. Via the app, mothers can give their voice to the pre-installed lullabies and make their babies feel at ease any time they need. We designed a unique algorithm that recognizes baby cries and responds automatically. Lull-A-Bear analyses the indoor sounds and reacts to the baby’s cry using the most comforting voice in the world: His mothers. Not only we’ve invented a new technology, but also we created an app that enhances new moms’ quality of life and pushes the boundaries of its medium.
Insights, Strategy and the Idea
New moms feel at ease when they are washing their babies’ laundry with Yumos and OMO because of the trustworthy background of the brands. Millennial moms are also avid followers of the latest technology and trends. We decided regular communication channels and interruption style advertising messages wouldn’t be as effective as creating a special app for them in their new endeavor. Usage of a mobile medium, which will increase their quality of life, was the best choice for our campaign.