The Brief: Create a campaign for Owlet's Smart Sock, a sock that monitors the baby's vitals 24/7; the baby's heart beat, pulse, etc. The campaign is to target parents, especially moms. The campaign should include at least a radio ad and an ad on social media.
The Insight: With a baby, parents lose a lot of sleep and therefore they are sleep deprived making them do silly things.
The Idea: With Owlet, parents have less to worry about and therefore get more sleep. No more 'Mum Brain'
Radio Ad
Direct Marketing
In a partnership with Plunket, new moms will recieve a little gift from Owlet when Plunket visits them in the hospital or their homes. They will get a sleeping mask with a letter.
Social Media: Instagram
New moms loves to post photos and videos of their babies on social media, especially on Facebook and Instagram. On Owlet's instagram, there will be small videos of the moms doing silly things when they have "mum brain"
