Grey Group Malaysia Helps Working Mums Discover What Matters to their Kids

This month, Grey Group Malaysia launches ‘Moments of Joy’, a fully integrated campaign that explores the relationship between working mothers and their children. Created for Joy (P&G) dishwashing liquid, the work focuses around the brand equity of ‘surprisingly small, surprisingly powerful”.

The campaign begins with a social experiment film, centering around asking mums a simple question; ‘what do you do that makes your child happiest?.’ This question is then asked separately to their children, revealing some surprising results. The film drives viewers to a microsite where mums can make their own, personal pledge to their children, which can in turn be redeemed in selected stores for a uniquely personal edition of the product.

The findings of the experiment activates the core product benefit – that Joy’s innovative formula cleans in just one wash, saving time every day - time that could be spent on more ‘Moments of Joy’ with their children.

“We are so excited about the ‘Moments of Joy’ campaign. The extended team has worked seamlessly to produce emotive content and a strong media plan, all founded on solid insight, in order to bring to life the benefit of Joy – that it cleans in one wash, saving you time for the small things that matter most,” said Truong Thi Ngoc Anh, assistant brand manager of Joy (P&G).

“Much of being a working mum is about balance and we all want to give our kids as much quality time as possible. With the ‘Moments of Joy’ campaign, we wanted to explore that balance and uncover some truths about just what matters most to our children. We then took these findings and created a full in-store, digital and social campaign that focuses on empowering mums to create more of these small but powerful moments,” said Graham Drew, executive creative director of Grey Group Malaysia.

“The ‘Moments of Joy’ campaign is a fully digital campaign which leverages the true strength of each touch point. It has been specially optimized for mobile given consumer habits and has social at the heart of every touch point - enabling sharing at every phase of the campaign,” said Saurabh Chandrashekhar, AOR director, team P&G of MediaCom.