Cannes Lions

PAMPERS ACTIVOS DIAPERS

PONTO BRAND PROMOTION, Sao Paulo / PROCTER & GAMBLE / 2007

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Overview

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Credits

Overview

Execution

Pampers Activos is designed for babies who are in the phase of full movement: they crawl, learn to walk and move everything!In order to explore the utmost freedom of movements offered by the product, we created a toy that entertains the babies and presents the product to their moms.The space “Jumper Pampers Activos” was composed of an interactive display put beside a product island. Monitors played with the babies while their moms got to know the benefits of the diaper.The babies, jumping of joy, got their moms proud and convinced of the benefits provided by Pampers Activos.

Outcome

By means of a ludic space, Pampers Activos achieved a higher exhibition and better visibility. The choice for the stores where the action took place increased by word of mouth among mothers and, consequently allowed for the sales target to be reached (an increase of 20%)

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