Virtual baby communicates to expectant parents through augmented reality t-shirt

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ASIA-PACIFIC – KUALA LUMPUR, AUGUST 3, 2011—Friso and ad agency JWT Kuala Lumpur have created an interactive augmented reality campaign for the Frisomum Gold nutritious milk product.

Called ‘Belly Window,’ the campaign uses an augmented reality t-shirt to lead expectant parents to a content-rich website where they can view a virtual baby that grows along with the real one inside the mother’s womb. The AR t-shirts are given away as a premium along with every can of Frisomum Gold purchased on store shelves throughout Malaysia.

Expectant couples enter their current week of pregnancy into Friso’s Growing Up Together website (growinguptogether.com.my). The AR t-shirt projects a virtual baby who provides helpful hints for dad to help mum with physical and emotional changes throughout the pregnancy. With a built-in text-to-voice converter, video greetings from baby can be personalized and shared with relatives and friends.

‘Belly Window’ has just recently gone live; however, during beta testing couples spent an average of 20 hours with the virtual baby over the course of their pregnancy.

Rahul Colaco, Marketing Director for Dutch Lady Milk Industries, said, “For the mere cost of a t-shirt, Friso will offer several months of exciting engagement to our target audience through our Growing Up Together website. Beyond generating awareness of Frisomum Gold’s benefits in a really cool way, we expect the idea to make an emotional connection to our brand and translate into sales. The t-shirt idea and use of augmented reality is truly unique and differentiated compared to the typical premium giveaways in this category. In fact, the idea has already been picked up by Nona, a women’s talk show with a viewership of 1.3 million.”

Said Edwin Leong, ECD, JWT Kuala Lumpur, “Fathers-to-be need help visualizing the baby to be engaged. We set out to help expectant mothers via the neat use of AR to build the relationship between parent and unborn child, especially that of father and baby. We reworked the premium into something more useful. It’s informative, entertaining and 100% cotton – you couldn’t expect more from a free t-shirt.”

CREATIVE CREDITS
Agency: JWT Kuala Lumpur
Product Name: Frisomum Gold
Client: Dutch Lady Malaysia
Break Date: July 2011
Exposure: Malaysia (Nationwide)
Project Name: ‘Belly Window’

Executive Creative Director: Edwin Leong
Creative Group Head: May Yong
Art Director: Bala Chow
Copywriter: Eu Jin Foong
Producer: Reuben Kang

Account Manager: Benjamin Fong
Digital Agency: Arachnid Sdn. Bhd.
Music: FuseAsia