When a woman takes a pregnancy test she wants to know for sure if “the Stork” is coming or not. With Clear Blue there will be no doubts about it because it’s easy to read and 99% accurate.

We chose to design a radio spot, because it’s the only massive media that allowed us to show these two feelings at the same time and interact with our consumer. On the radio you hear two stories; on the right speaker or headphone you hear from a woman who wants to get pregnant and on the left speaker or headphone you hear from one who doesn’t. In order to hear their story clearly, you must use your radio balance or take off one headphone. From there, our consumers could choose their own story and realize how ClearBlue gives them a clear answer.

We reach thousands of women with a traditional media, but with a non-traditional experience never been done by the category and gave consumer the chance to chose their point of view about pregnancy in the radio. Finally someone in the category was talking about the duality of this product.