Ode to parents

Our task was to develop a campaign to strengthen BIPA’s baby product range by communicating its specific benefits for parents. The proposed creative strategy and conceptual solutions were designed to follow two campaign waves, running in the summer and autumn periods.

Through smart insights into the target audience, we analyzed their behavior, movement patterns, and content consumption habits. We divided them into two distinct phases, each reflecting their engagement with communication channels. Using a “lean back” and “lean front” approach, we tailored key messages and communication for the baby product range.
In the “lean back” phase, we launched the campaign with an emotional connection through a TV commercial and online content. This phase emphasized the emotional attributes of the brand, helping to shape brand perception in consumers’ minds.
In the “lean front” phase, the primary channels were OOH, radio, and POS materials, where we focused primarily on communicating the rational benefits of the products.