Cannes Lions

MOTHERHOOD IS A MIRACLE

EBEBEK, ISTANBUL / EBEBEK / 2020

Presentation Image
Case Film
Demo Film

Overview

Entries

Credits

Overview

Background

SITUATION

Life means awareness for women who become new mothers. Especially urban mothers know this very well.

For instance:

• Strangers’ attempts to kiss or touch their child.

•Interruption of sleep hours due to other sounds, which is an important point in infant development.

•Dangers in traffic with a stroller.

•People's disrespectful behavior.

•Well-groomed women affect them emotionally badly.

BRIEF

Especially the external problems that urban women experience after becoming mothers reduce their resilience. As Ebebek, we want to express the problems and back up our relations with mothers.

OBJECTIVES

Our aim is to express the daily problems of young mothers (between the ages of 22-35) to make them feel that we are with them and we are able to understand them.

BUDGET

$ 350.000 TOTAL

PROJECT SCALE & VOLUME

TV and RADIO channels were used in this campaign. However, printed, digital and outdoor purchases were not made.

Idea

BRAND RELEVANCE

Our aim is to express the daily problems of young mothers between the ages of 22-35 with an empathic narrative, to make them feel that we are with them and we are able to understand them.

TARGET AUDIENCE

All Pregnant and mothers whose babies are up to 4 years old.

Execution

1

A mid-segment, young and digitalized mother model.

2

The values, which are result of a survey that have been carried out on Instagram with 7000 mother, have formed our contact points

Question: What are the problems you experience in daily life?

•Travel and shopping obstacles with baby.

• Strangers’ attempts to kiss or touch their child.

•Interruption of sleep hours due to other sounds, which is an important point in infant development.

•Dangers in traffic with a stroller.

•People's disrespectful behavior.

•Well-groomed women affect them emotionally badly.

•Staying away from business life.

3

Icon set and designs that can be understand by everyone.

4

Understated and elegant.

5

The model of mother, music and behaviour, that will appeal to the emotions of new mothers.

6

Young, dynamic, and self-confident mother model.

7

TVC + RADIO / $ 350.000 TOTAL

Outcome

1

Visiting to the stores increased in by 5%.

2

Consumers just watched that we understood them.They have felt intimacy to the brand and their loyalty has increased.

They felt that they had turned into a super person because they were a mother and that this miracle bestowed on them was honored by our brand.

They embraced the brand that is the translator of what they want to do, what they want to say, and their all other feelings.

3

We established a warm and emotional bond with mothers.

4

Our interaction on social media increased by 58%.

5

It caused a periodic increase of 18% in sales.

6

The emotional bonding with the targeted mothers requested in the brief was 97% real.

TVC has been watched 5.8M times on our youtube channel.

And viewed 738,238K times on our Instagram account.

77% of the comments on social media were positive.