Branded content / branded entertainment is a growing advertising sector in the region. Content becomes essential part of communication strategies both in social media space and in traditional media. The only regulation imposed by TV stations and other channels is that sponsored content needs to be clearly marked as advertising. Also there're restrictions for certain product categories (e.g. cigarettes, alcohol). No restriction or specific regulations are imposed for campaign client’s product category.

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. Skype became an emotional platform for family communication that enhances understanding between parents and kids through content therapy.