Cannes Lions

MOM TO MOM

HANCOMM, Seoul / HANWHA / 2014

Presentation Image
Case Film

Overview

Entries

Credits

Overview

Execution

Parents enter their child’s name and sex, nametag is worn around his/her wrist. Children may have fever, tooth decay and eye sight gone bad. On the interactive website users can virtually cool down the fever of their child by putting a wet towel with a mouse, hold hands at dentist’s office, and have their eye exam tested for glasses. With 'Mom to Mom child insurance', they grow up, fall in love, go to college, have a job, get married, and make their own family.

Outcome

10 days after its launch, the campaign website reached about 100,000 visitors and 400,000 page views per day. There are about 60 press appearances/42,000 ‘Mom to Mom Movie’ related online-virals.

Sales increased by 356% vs last year

Number of consumers who purchased the product increased by 300% vs last year

3,000 more consumers are guaranteed to purchase this product as the campaign goes on.

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