Pampers
ZZZ Radio
Pampers, the world's number one diaper brand, produces diapers specifically designed to be absorbent and comfortable so that babies get uninterrupted sleep. Our brief was to communicate this benefit. Instead of communicating---we demonstrated it. Numerous studies worldwide have scientifically proven that white noise has a sleep inducing effect on babies. This is because it mimics the womb noise that babies are used to hearing. And it filters and masks distracting noises. People around the world have been using white noise machines to sleep better. But these machines are too expensive for the average Filipino mom. However, white noise can actually be heard for free. Because radio static is in fact, white noise. And 90% of households in the Philippines own radio sets. PAMPER ZZZ 99.1 FM The first radio station that airs nothing but static to give babies a sound sleep. We turned radio sets into white noise machines by finding a radio frequency no one owned, that aired nothing but static. And simply branded it.
Pampers, the world's number one diaper brand, produces diapers specifically designed to be absorbent and comfortable so that babies get uninterrupted sleep. Our brief was to communicate this benefit. Instead of communicating---we demonstrated it.
Numerous studies worldwide have scientifically proven that white noise has a sleep inducing effect on babies. This is because it mimics the womb noise that babies are used to hearing. And it filters and masks distracting noises.
People around the world have been using white noise machines to sleep better. But these machines are too expensive for the average Filipino mom.
However, white noise can actually be heard for free. Because radio static is in fact, white noise. And 90% of households in the Philippines own radio sets.
PAMPER ZZZ 99.1 FM
The first radio station that airs nothing but static to give babies a sound sleep.
We turned radio sets into white noise machines by finding a radio frequency no one owned, that aired nothing but static. And simply branded it.
Result
We transformed over 25 million radio sets into white noise machines. Just by airing nothing. And for the cost of almost nothing too.
Online engagement for Pampers Diapers also increased by 2011% during the campaign period.