| Title | SKYPE BEDTIME CALLS |
| Brand | MICROSOFT |
| Product/Service | SKYPE |
| Category |
I03. User Experience |
|
Entrant Company
|
LOOK AT MEDIA Moscow, RUSSIA
|
|
Advertising Agency
|
LOOK AT MEDIA Moscow, RUSSIA
|
|
Media Agency
|
DENTSU AEGIS NETWORK RUSSIA Moscow, RUSSIA
|
Credits
| 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 |
Creative Execution
Call your child via Skype using smartphone or tablet, 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 Bedtime Calls 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. We managed to drive usage of Skype mobile version and made Skype an emotional platform for family communication that enhances understanding between parents and kids through content therapy.
Problem
Nowadays working parents spend more time at work and less time with their children. Parents already use Skype to communicate with kids but they can't explain their absence in the right way.
Objective
To make Skype the ultimate tool that would bring parents closer to their kids and enhance their communication.
Strategy
To create a tool working on tablet and smartphone that would connect parents and children in any circumstances and help parents explain their absence in the language that is familiar to kids.
Solution
Bedtime Calls is a series of fairy tales written by child psychologists for kids of different age using Fairy Tale therapy as a tool. To read the stories parents could use tablet or smartphone and connect to children no matter the place they are. Stories explain to children why their parents had to stay at work and solve the child's sense of deprivation from their parents.