Johnson’s Baby presents the Grandparents Frame

Sadly many of us live away from family, which leaves us with no other choice but to socialize with them digitally, unless you are not a techie person, i.e. a grandparent, that will limit your experience to a traditional phone call.

Johnson’s Baby came up with an interesting mobile app that can feed pictures into a digital frame, the app is already available for Android devices and should available soon for iOS devices. You need to connect the smartphone to a digital frame via an email address, once photos are sent they should appear on the frame, I did try the app and I managed to send the images to my email address.

Yes this campaign will work virally more than an actual platform, I still believe it’s an excellent campaign, we all have someone we’re missing!

Campaign title: The Grandparents Frame
Campaign online launch date: 20/3/2014

Brand: Johnson’s Baby
Client: Johnson & Johnson, Dubai
Agency : Impact BBDO, Dubai
Regional Executive Creative Director: Fadi Yaish
creative team : Andreas Schwitter, Anne Maro Huberts, Philip Hovensjö
Creative Designer: Bana Salah
Brand team: Talal Sheikh Elard, Leen Fakheriddin, Tanya Vahanian
Digital team: Benjamin Schwartz, Wim Coetzee, Faith Malimban, Tahir Kahliq
Producer: Emilie Haddad
Production house: City films, Beirut
Director: Marc Hadife
DOP: Toufic Tabbal
Executive Producer: Nadine Lteif
Editor: Simon Habr
City Films Dop
City Films Editor
Music: Audio Network Sound Studio

MEDIA TYPE :
Activation, Direct, Branded utility, Online video, Mobile

CHALLENGE AND OBJECTIVE:
Johnson’s Baby has been helping to create indescribable moments for over 125 years. The vast majority of grandparents in the Middle East are not familiar with technology and therefore aren’t engaged in any social platform. Being away from your loved ones, makes it hard to share these indescribable moments.

SOLUTION:
In a region that faces various political and therefore economical challenges, most young adults have to leave their homes to pursue their lives and start a family of their own elsewhere. As parents lead a fast paced life, they are hard-pressed to frequently send updates to their parents who aren’t engaged in social platforms, smartphones or other means of technology (As The vast majority of grandparents in the Middle East are not familiar with technology and therefore aren’t engaged in any social platform) . Johnson & Johnson wanted to change this and let grandparents be a part of the development of their grandchildren. The Grandparents Frame and App. Making distances smaller, bringing families closer.

EXECUTION:
Johnson & Johnson gave away the Grandparents Frame, a digital picture frame that is connected to the Grandparents Frame app. The app enables parents to instantly send pictures of special moments of the grandchildren to the grandparents’ home. It allows the grandparents to witness these moments of their loved ones and connects three generations. The App is available for free download for IOS and Android devices. Several members of the same family can all send pictures to the same Grandparents Frame in the house of Grandparents. And each member can also connect to several frames and choose to send pictures to multiple frames at once.

The Grandparents Frame was given away in limited supply during the period of time the campaign ran to many expat families that live away from their parents who lives away in their home country and where they come from. People can still download the Grandparents Frame App for free and purchase the frame. And ask their nearest retailer for the frame.

And people can know more about the Grandparents Frame, Learn how it works and How to get one on http://www.johnsonsbabyme.com/grandparents-frame
And Visit the Johnson’s® Baby https://www.facebook.com/johnsonsbabyme for the latest news, activities, and updates.

RESULTS:
The Grandparents Frame and App is making distances smaller and bringing families closer. The campaign has just been launched on multiple platforms and it is early to measure any PR coverage, engagement, view rate …