If Mom approves of U-Glove, you should at least give it a try.

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We kick the awareness campaign off with a stunt, where 5 moms prank their kids at the gas station. Using the intercom, they warn their kids to wear U-Glove when using the gas pump. The video that captures this stunt will be seeded online.

To further generate awareness online, U-Glove replies to tweets about #momquotes, and drives people to the microsite.

As the main hub of interaction, the microsite is where people can upload their own #momapproved wisdom, either by submitting videos of their mom dishing advice, or using the lip-synching app Dubsmash. These user-submitted content will be displayed in a gallery,
with featured content further shared on U-Glove's social platforms.

To increase usage where U-Glove is available, a direct mailer from ‘Mom’ will be sent to residents within the vicinity of gas stations that stock it.

Radio ads – on Spotify / Pandora or local stations – will target by location as well.


CREDITS:
ACCOUNT PLANNER: Cai Yu Lam
ACCOUNT PLANNER: Cynthia Pang
ART DIRECTOR: Vrasidas Golemis
ART DIRECTOR: Phillip Lee
COPYWRITER: Alejandra Cid
COPYWRITER: Laura Lapham