This ad is part of a large communication campaign from P&G, one of the biggest world's advertisers : « Thank you, Mum ». The campaign started in 2010 during Vancouver Olympics game and aimed at thanking Olympians athletes' mums. The video was a huge success and raised great awareness, that's why P&G decided to extend the campaign worldwide for the 2012 London Olympics. Numerous videos were realised in which well-known athletes pay tribute to their mums, thanking them as they contributed to make them champions.
The ad glorifies mom's love, what can be a stronger tie than a relationship between a mother and her child? P&G shows that they master how to convey emotion and bound customers to the company and their brands. Each viewer can easily connect with the brand as they can identify themselves, as a child or as a mom, most certainly, the emotion will resonate in any viewer, and the goal is to raise brand attachment through it. With this campaign, it was the first time that the company communicate as a global brand, upon all the other brands they own as Tide, or Gillette which only appear briefly at the end.
The company has chosen mothers as a target audience, and all the mothers in the world, with more than 20 versions of the add produced for specific countries, including China, Brazil and Russia. The campaign came to life through various media : digital media, print, television ads and a mobile application where users can upload videos, photos share msgs and thanks to their mums.
This campaign had a huge success, and clearly, the main reason is how efficiently the campaign manages to convey emotion, and creating a special link with the consumers, which will trigger purchase intent. And what about dad's? "We will be honoring dads around Father’s Day." said Marc S. Pritchard, global chief marketing officer at P&G. The road is long until we will see a majority of dads through supermarket shelves...
Daba Diokhané, 10081292, Comm 335-002, campaign, branding, target audience, brand attachment, cross platform integration