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DM9DDB Helps Mothers Pick Baby Names with New Tool for Johnson's



Unit9's Tool sweeps the Internet searching for information on names

DM9DDB Helps Mothers Pick Baby Names with New Tool for Johnson's

One of the first big decisions of future parents is choosing the name for their baby. Such statement implicitly carries the parents' intentions and expectations, who, often times, believe that a name can shape the child's life, projecting personality and interests. With that in mind, Johnson's Baby launches "Hello, my name means", a never-before-seen name search tool.

"Hello, my name means" is dynamic and it sweeps numerous virtual data bank such as social sites and networks. The results combine various information and displays the profiles of the names, bringing information on the topics, people who have those names, are talking about on the Internet, what kind of music they listen to, what careers they have followed, how popular they are on social networks, and even their digital humor. All this data is presented in a completely intuitive interface that is simple, attractive and that connects to the baby's universe.

The tool also generates a video with the information, allowing users to share it on social networks. This way, divulging the baby's name becomes an interactive action among friends that, in addition to being fun, is much more complete and interesting than simply finding out the origin and the meaning of the name, which, to this day, has been the only source of research for parents.

An extremely relevant point of "Hello, my name is" is that it is constantly changing. The results gathered from a name search today will be different from the ones gathered from a research in a week, a month. Everything varies according to updates of the digital world, regarding the dynamics of the tool.

Up until now, people used the exact same search sources that our parents, grandparents and even great-grandparents did: books about names with their origin and meaning. "The enormous amount of available information in the digital world has allowed the creation of this ambitious tool, which provides an innovative experience for future parents", says Marco Versolato, Creative VP at DM9DDB. "Furthermore, there's also great curiosity about what's happening to people who have the same names as us. I want to know what all the "Marcos" in the world have been up to, what "our profile" looks like", adds the VP.

This is the first tool in the country that has used the Big Data to benefit the final consumer and no only the brand. "It's common to see companies using the Big Data. But not always what is relevant to the brand is relevant to the consumer. Quite the opposite, everything that is really important to the people can be used and adapted by the brands", Versolato states. "Transforming this artificial intelligence into a relevant experience for the consumer goes with what we are experiencing today. That's why this too is a great bid for our brand. We believe this is a new way of entertainment that, in addition to being fun, is highly decisive in the time to pick the baby's name" adds Fernando Guerra Marketing Director, at Johson's Baby.


Client: J&J

Product or Service: JOHNSON'S BABY

Chief Creative Officer: Marco Versolato

Creative Director: Marcelo Pascoa

Art Director: Rodrigo Mendes, Ronaldo Tavares

Copywriter: Caio Mattoso, Luciana Cardoso, Marcelo Pascoa

Photographer: Sergio Prado,Rafael Castro

Art Buyer: Clariana Costa, Alessandra Salles

Graphic Producer: Clariana Costa, Nereu Marinho

Project Director: Cristiane Rojas, Denis Gustavo

Project Manager: Pedro Rais, Vanessa Santin

Account Director: Marcelo Passos, Fernanda Marin, Georgia Carvalho, Laura Tieppo, Anelise Reis

Advertiser: Andrea Bo, Fernando Guerra

Digital Production Company: Unit9

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UNIT9 London, Wed, 11 Jun 2014 10:47:15 GMT