Grey Group Malaysia helps working mothers discover more about what really matters to their children

This month, Grey Group Malaysia launches ‘Moments of Joy’, a fully integrated campaign that explores the relationship between working mothers and their children. Created for Joy (P&G) dishwashing liquid, the work focuses around the brand equity of ‘surprisingly small, surprisingly powerful‘.

The campaign begins with a social experiment film, centering around asking mums a simple question; ‘what do you do that makes your child happiest?.’ This question is then asked separately to their children, revealing some surprising results. The film drives viewers to a microsite where mums can make their own, personal pledge to their children, which can in turn be redeemed in selected stores for a uniquely personal edition of the product.

The findings of the experiment activates the core product benefit – that Joy’s innovative formula cleans in just one wash, saving time every day – time that could be spent on more ‘Moments of Joy’ with their children.

“We are so excited about the ‘Moments of Joy’ campaign. The extended team has worked seamlessly to produce emotive content and a strong media plan, all founded on solid insight, in order to bring to life the benefit of Joy – that it cleans in one wash, saving you time for the small things that matter most,” said Truong Thi Ngoc Anh, Assistant Brand Manager of Joy (P&G).

“Much of being a working mum is about balance and we all want to give our kids as much quality time as possible. With the ‘Moments of Joy’ campaign, we wanted to explore that balance and uncover some truths about just what matters most to our children. We then took these findings and created a full in-store, digital and social campaign that focuses on empowering mums to create more of these small but powerful moments,” said Graham Drew, Executive Creative Director of Grey Group Malaysia.

“The ‘Moments of Joy’ campaign is a fully digital campaign which leverages the true strength of each touch point. It has been specially optimized for mobile given consumer habits and has social at the heart of every touch point – enabling sharing at every phase of the campaign,” said Saurabh Chandrashekhar, AOR Director, Team P&G of MediaCom.

View the video in the following links

Grey Group Malaysia
Graham Drew, Executive Creative Director
Ramanjit Singh Gulati, Creative Director
Ramanjit Singh Gulati & Graham Drew, Copywriters
Naved Siddiqui, Art Director
Suzy Chang, Producer
Sulaiman Abu Bakar, Producer
Christine Chan, Brand Director
Kate Armishaw, Brand Director
Joshua Yap, Brand Executive
Lubna Khan, Planning Director

Team P&G – WPP
Anurag Gupta, Chief Operating Officer

Grey Group Asia Pacific
Huma Qureshi, Regional Director, PR & Corporate Communications
Pang Yanrong, Regional Corporate Communications Executive

Saurabh Chandrashekhar, AOR Director, Team P&G
Jason Lim Jye Jiun, Communication Planner
Christine Lim, Senior Executive, Interaction
Leong Jia Chi, Senior Implementation Executive
Kathy Le, Senior Implementation Executive
Jonathan Lok, Interaction Executive

Advocate marketing agency: Advocacy
Mahesh Neelakantan, COO
Lim Fang Han, Business Director
Tammy Tan, Senior Account Manager
Risa Salam, Account Executive
Rocky Lim, Community Executive

Production house: Playhouse Pictures Sdn Bhd
Henry Ooi, Director
Ira Carrisa Shah, Executive producer
Kok Wai, Editor
Eric Oh, Director of photography
Chris Ngooi, Assistant director

Digital agency: Hypermedia
Norbert Rozycki, Head of Production APAC
Christine Liston, Project Manager
Jubal Mabaquaio, Developer
Elipidio Armando, Developer
Herdee Abuyo Bernalynne Villarete, Quality Assurance Tester

Sweta Mehra, Brand Director
Mallika Tyagi, Brand Manager
Grace Chua, Brand Manager
Truong Thi Ngoc Anh, Assistant Brand Manager
Sarah Tolentino, Production Manager
Tagami, Tomoko, Communication Manager

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