Case History Database

This entry demonstrates how a Challenger brand can take on a dominant category leader and win with a budget of only $100,000. It did so via a deep psychological understanding of a complex and traumatised target audience; those that gave birth to babies prematurely. It harnessed new technology to reduce their grief and guilt in a way that was creative, and truly beneficial. Out spent 14:1 by Huggies, the Premmie Proud initiative increased sales 13%, as well as having a positive effect on the performance of the BabyLove Masterbrand.

	Chief Creative Officer		Rob Belgiovane		BWM Dentsu Sydney
	Executive Creative Director		Asheen Naidu		BWM Dentsu Sydney
	Creative Group Head		Denny Handlin		BWM Dentsu Sydney
	Creative Group Head		Jon Foye		BWM Dentsu Sydney
	Head of Onscreen		Margot Fitzpatrick		BWM Dentsu Sydney
	Planning Director		Moensie Rossier		BWM Dentsu Sydney
	Senior Account Director		Andrew Henderson		BWM Dentsu Sydney
	Account Manager		Ashley Martin		BWM Dentsu Sydney
	Design Director		Eeuwout ‘Dutchy’ Baart		BWM Dentsu Sydney
	Planner		Jack Spicer		BWM Dentsu Sydney
	Group Executive Planning Director		Karl Bates		BWM Dentsu Sydney
	Brand Manager for BabyLove Nappies		Vera Ratanasook		Unicharm Australasia
	General Managing Marketing		Debra Smith		Unicharm Australasia