Baba Beptanol Baby

As a new parent, it's been fascinating to see/experience just how much myself and my wife use the Internet for all things baby.  Recent research also shows that new and expectant Moms spend 35% more time online than the general population.  Obviously this represents a real opportunity for brands to insert themselves into the Moments That Matter for new parents.  As a result, I've been looking at ways, (both good and bad) that brands are providing utility to an inherently time poor audience of new parents.  One of my favorite examples comes from JWT Brazil for the brand Bepantol.  They created the Babá Bepantol Baby app which turns two iOS devices into a baby monitor.  From a utility perspective it can potentially eliminate the need to buy a baby monitor, or provide an ad-hoc baby monitor for situations where the family is away from home.  The app allows parents to talk to their children, provide ambient light around the baby, play lullabies, etc.  It's a great idea and particularly relevant when you look at the same research around smartphone usages for new Moms: 'The smartphone quickly becomes the mother's significant other: 36% of women purchase a smartphone as a result of becoming a mum, while 59% of mothers called it their do-everything device.' 

Check out the case study video below.



Posted by: Reuben Halper