JWT KL showcases pregnancy through 'Belly window'

The campaign introduces an augmented reality t-shirt, which, when used together with Friso’s Growing Up Together website, will allow expectant parents to view a virtual baby that grows along with the real one inside the mother’s womb. The t-shirt comes free with some purchases of Frisomum Gold.

Expectant parents enter their current week of pregnancy into the website and the t-shirt will project a virtual baby who then talks users through the important aspects of that particular stage of pregnancy. Besides facts and nutritional information, the website also provides helpful hints for dad to help mum with physical and emotional changes.

With a built-in text-to-voice converter, video greetings from the baby can then be personalised and shared with relatives and friends.

The t-shirts are given away as a premium along with every can of Frisomum Gold purchased throughout the country.

“For the mere cost of a t-shirt, Friso will offer several months of exciting engagement to our target audience through our Growing Up Together website,” Rahul Colaco, marketing director for Dutch Lady Milk Industries, said.

“Beyond generating awareness of Frisomum Gold’s benefits in a really cool way, we expect the idea to make an emotional connection to our brand and translate into sales. The t-shirt idea and use of augmented reality is truly unique and differentiated compared to the typical premium giveaways in this category. In fact, the idea has already been picked up by Nona, a women’s talk show with a viewership of 1.3 million.”

Edwin Leong, ECD at JWT Kuala Lumpur, meanwhile said the agency set out to help expectant mothers via the neat use of augmented reality. It hopes to build the relationship between parent and unborn child, especially that of father and baby, as fathers-to-be need help visualising the baby to be engaged.

“We reworked the premium into something more useful. It’s informative, entertaining and 100% cotton – you couldn’t expect more from a free t-shirt,” he added.