AGENCY
Rob Belgiovane, Chief Creative Officer
Asheen Naidu, Executive Creative Director
Denny Handlin, Creative Group Head
Jon Foye, Creative Group Head
Margot Fitzpatrick, Head of Onscreen
Moensie Rossier, Planning Director
Andrew Henderson, Senior Account Director
Ashley Martin, Account Manager
Eeuwout 'Dutchy' Baart, Design Director
Jack Spicer, Planner
Karl Bates, Group Executive Planning Director
SUMMARY
This entry demonstrates how a Challenger brand can take on a dominant category leader and win with a budget of only $100,000. It did so via a deep psychological understanding of a complex and traumatised target audience; those that gave birth to babies prematurely. It harnessed new technology to reduce their grief and guilt in a way that was creative, and truly beneficial. Out spent 14:1 by Huggies, the Premmie Proud initiative increased sales 13%, as well as having a positive effect on the performance of the BabyLove Masterbrand.
