Johnson’s Baby brings out the interior designer in Malaysian mums

On behalf of Johnson's, Universal McCann (UM) Malaysia conceptualised Baby Room Makeover - an online game that gives soon-to-be mothers the chance to design and share their dream baby room in a social environment. 

The Facebook game allows each user to customise every element in the virtual baby room, from the wallpaper, carpet, toys to the bed the child will 'sleep' in. The brand sees this act of preparation for the birth as an "outward expression" of the bond between mother and child.

Once the baby room is done up, mums-to-be are invited to socialise their designs by sharing it on their Facebook walls. Their friends can also vote for these baby rooms hosted in a 'wall of fame' gallery.

Out of over 12 million Malaysians on Facebook, the brand has engaged with 10,000 of them, adding to the existing fan base on the Johnson’s Baby page before the social media campaign ends on 12 March.

"Social gaming is one of the emerging experiences that our targets love, and is a platform for motherhood to become a truly participative journey," Prashant Kumar, CEO of UM Malaysia and regional president of World Markets Asia at Mediabrands said.

In addition, BBDO Proximity Malaysia created the Facebook app and the graphics in the baby room.

Credits:

Project: Baby Room Makeover

Client: Johnson & Johnson

Agency: Universal McCann Malaysia

Executive Director: Ramakrishnan C N 

Digital Director: Neeraj Gulati

Business Director: Samantha Tay 

Senior Planner: Andrew Khong 

Planners: Diyana Wahiddin, Low Soo Yong

Search Director: Ullas Sahadevan

Search Manager: Raymond Teh

Exposure: online