TBWA\Zurich: When a baby becomes the big issue
Medela has developed the special MyMedela app for expectant and new mothers—providing them with advice and support at any time during pregnancy and breastfeeding. TBWA\Zürich is responsible for the app's design.
With numerous expert tips, photo documentation and practical tracking options, Medela, as one of the leading providers of breast pumps, offers young parents the best possible overview. To promote the MyMedela app in various international markets, TBWA\Zürich was commissioned with the strategic planning and realization of the campaign. The campaign focuses on parents' changing view of the world. Under the motto "When your baby becomes the big topic", an everyday walk through the city becomes a personal discovery tour.
The MyMedela app, which won the "Best of Swiss App" award in the User Experience category, is being launched in special interest media. The campaign is currently being launched in Switzerland, Germany, Italy, Spain, Portugal and, from 2016, also in the UK, Australia, Canada and Benelux with a film, key visuals and online advertising.
Responsible at Medela: Christian Aepli (Head of Marcom & MKOPS), Karl-Udo Rehm (Marketing Communications Manager). Responsible at TBWA\Zurich: Matthias Kiess (CEO), Simon Rehsche, Jasmine Segginger (Strategy), Cyrill Wirz, Bruce Roberts (CD), Tizian Walti, Wanda Michel, Sara Steinmann, Marek Zdarsky (Creation), Seda Sirin, Marisa Columberg, Marina Cantafio (Consulting). Film production: Pumpkin Film: Alexandra Fisher (Director), Lamar Hawkins (Producer), Bransch Europe, Achim Lippoth, (Photo).
