This global initiative set out to inspire parents with the experience of being a baby. By communicating through an educational brand experience, Pampers aimed to cement its market leadership and strengthen the bond between parent, baby and brand.
The centrepiece of the roadshow campaign was a 16.5metre walk-through 'Caterpillar' comprising six 'experience pods' each devoted to differing stages of a baby's development linked to relevant Pampers products. These included the Womb Pod, the Sense Pod promoting the 'New Baby' range, up to the Conquer Pod promoting the Kandoo products and the final Sales Pod .
The Caterpillar visited 12 supermarkets in 14 weeks. To extend reach, smaller 'Insight Booths' were developed for an additional 113 Foyer stores.
The campaign was measured through EPOS data interrogation and market research. 580,000 target consumers were exposed to the initiative with almost 120,000 experiencing the 'World of Babies'. 96% agreed that Pampers helped them understand more about babies and found the brand a useful source of information. Sales in Foyer stores rose an average of 170% during the activity.
SILVER - Fruitstock
Innocent drinks festival Fruitstock organiser DMW wanted to build on the success of the 2003 event while taking the festival to a new level in terms of attendance and entertainment.
The 2004 site was twice the size of 2003's, allowing additions such as a farmers' market, a DJ tent, and a health zone with free yoga lessons and massages.
As a result the attendance doubled to 81,000. 45 journalists attended and 55 pieces of press coverage were achieved. 33,000 Innocent drinks were consumed with 75,000 samples given out via dedicated tasting areas.
GOLD Agency: LoewyBe Client: Procter & Gamble Event: Pampers' World of Babies Key Suppliers: Running Wild; TSF; Kingfisher; C3 Imaging SILVER Agency: DMW Client: Innocent Drinks Event: Fruitstock FINALISTS Agency: iD Client Ferrero Event: Tic Tac Tent Agency: MJM & Enterprise IG Event: Numico General Managers Meeting '05