Lets speak baby
Guigoz
Issue 25 | December 2012
Agency
Publicis Conseil and Marcel, Paris
Creative Team
Publicis Conseil, Co-President, Head of Creative: Olivier Altmann Creative Director: Steve O’Leary Art Director: Philippe d’Orgeville Designer/writer: Antonin Jacquot Commercial Team: Celine Colin, Nathalie Do Dang Vinh, Laure Quillis, Emmanuelle Monset
Production Team
TV Production: Armelle Sudron, Florent Villers WAM Director: David Shane Production: La Pac Art Buyer: Jean-Luc Chirio, Anne Traonouil (Elysian Fields) Photographer: Achime Lippoth
Other Credits
Iphone app, Publicis Conseil and Marcel Creative Directors: Steve O’Leary (Publicis Conseil) Julien Benmoussa (Marcel) Creatives: Antonin Jacquot, Philippe d’Orgeville (Publicis Conseil) Laurent Nicourt, Nicolas Martinez, Marcel, Samantha de Biasi (Marcel) Commercial and Production Team: Celine Collin, Nathalie Do Dang Vinh, Laure Quillis (Publicis Conseil) Thomas Ceccaldi, Marcel, Vanessa Peronny, Marcel, Julien Dassonval, Marcel, Kevin Gast (Marcel) Advertisers Director General: Bert Demeyere Marketing Director: Charlotte David Brand Manager: Jennifer Labau
Date
April 2012
Background
Infant Formula brands are all very similar. The only way that brands could differentiate their expertise was to talk about their ingredients, issuing complicated and incomprehensible formula messages that left poor mums completely perplexed.
Idea
To show that Guigoz was the brand that understood babies better, the advertising used a language all adults might recognise but none would understand: baby talk. The implication was that because Guigoz got babies, they also got their needs.
An integrated, interactive campaign set out to show that speaking Baby was not just fun, it could help everyone understand babies better.
Posters were put up with incomprehensible headlines. QR codes enabled passers-by to translate the headlines from Baby to French.
Similarly, the gobbledeygook of the press advertising and in-store displays could be translated on people’s phones.
A mobile app took the idea further. When a baby was filmed on its mum’s mobile, the app instantly translated what it was saying. Parents could also add their own subtitles and the film then sent to family and friends or posted up on Facebook.
Results
The viral video was viewed over a million times on YouTube in France alone.
It was the world’s No.2 most viewed viral campaign in the month it was released.
It was the 14th most watched video in France of all time.
Our Thoughts
The YouTube numbers are impressive for this campaign but what would be interesting is to see where and how the video was viewed. My bet is that a very high proportion of the hits were on mobiles.
In terms of shopper marketing (see Simon Hathaway’s article on page xx) the mobile phone allows you to start interacting with people all the way up to the point of purchase. The in-store posters for Guigoz would have been a very important intersection point between mum and the brand. I’d love to know the real results of this campaign, how many times the QR code was scanned, the relationship between scannings and incremental sales, etc etc.