Because Docusol helps babies fill their nappies, we created an ‘unhappy nappy’ looking for the thing he wants most in life - to be filled with poo!

The campaign turned the accepted rules for UK pharma advertising on its head, using a series of jokes and wordplays, and language rarely, if ever seen in UK healthcare advertising.

We brought the nappy to life through a range of interactive content: We gave him his own website, using a range of funny display ads to drive the audience there. We made him the poo-catching hero of an addictive mobile game served to mums through programmatic media. We even took the nappy into the recording studio to record a song, released as a sharable online video.

We created sharable gifs, advertising to the trade, iPhone & desktop wallpapers, downloadable posters for the baby’s room and more. The nappy spread everywhere!

The trade campaign launched to pharmacists in 2015 and consisted of two phases. The first phase to make the trade aware of the unadvertised product and the second phase to make them aware that our consumer campaign ‘Make a Nappy Happy’ would be rolled out a few months later.

Following the trade launch we set out with targeting ‘Make a Nappy Happy’ to consumers in the form of illustrated scenarios where are a nappy character interacted with an inanimate baby related object through a joke.

Over a period of 7 months, the campaign involved an array of executions and placed on specific mum’s sites such as Mumsnet and Netmums. We used specific media companies such as programmatic mobile ad buyers to target mums on the sites they use. The media plan ranged from monthly emails to interactive games where mum’s tried to catch poo’s with our nappy character.

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