Ogilvy & Mather Advertising Hong Kong, which is a long-term official branding partner with Huggies under Kimberly-Clark, explained that the campaign idea is based on the insight that HK babies are the stars to their parents. This campaign gives them a chance to share that dream.
Parents are invited to submit photos of their babies aged two or below to the Huggies Fan Page from this week until February 27.
The top 60 babies' photos which receive the most 'like' votes on facebook will be painted on the sides of Hong Kong buses before this summer. As of this morning, there are 6,203 people who have flagged 'likes'.
"The increasing role of social media in people's lives makes it a natural extension for every form of marketing communication," said Thomas Crampton, Asia-Pacific director of Ogilvy's 360 Digital Influence team.
"These user-generated bus advertisements harness social media to celebrate Hong Kong's children in an entirely original way," he added.
"At Kimberly-Clark, we strive to connect with our consumers in new and meaningful ways - with our Huggies iPhone apps, our Huggies Club and now the Huggies Fan Page," said Robin Moriarty, MD of Kimberly-Clark (Hong Kong).
Credits:
Project Huggies' 'social bus' campaign for HK babies
Client Kimberly-Clark
Agency Ogilvy & Mather Advertising, Hong Kong, and Ogilvy's 360 Digital Influence team
Account servicing Fanny Ng, Karen Tong
Creative Irene Chan
360 Digital Team Tim Ho, Karen Cheng
Exposure Online, outdoor
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