| Title | LULL A BEAR |
| Brand | UNILEVER / YUMOS |
| Product/Service | SOFTENER |
| Category |
A04. Data/Insight for Mobile |
|
Entrant Company
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4129GREY Istanbul, TURKEY
|
|
Advertising Agency
|
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 |
Creative Execution
We started the buzz via our social media channels. Using Facebook and Twitter we promoted the app and invited new mums to download. We also used influencer mums on social media to maximise the reach.
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.
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. 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.