Brand Experience and Activation > Product/Service

SLEEP LIKE A BABY

SAATCHI & SAATCHI, Frankfurt / PROCTER & GAMBLE / 2006

Awards:

Shortlisted Cannes Lions
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Overview

Credits

OVERVIEW

ClientBriefOrObjective

We wanted mums to understand that Pampers is the best nappy to help babies sleep undisturbed, with an idea that would open their eyes and drive sales.We showed parents how different, important and how incredible sleep is for a baby’s development by contrasting it to the adult experience.We let mums and dads see and experience what happens when baby’s eyes are closed.

Sleep is the time when adults rest and recuperate, but when babies get all the physical and mental work done. Our campaign let adults understand what ‘Sleep Like a Baby’ could mean and how Pampers could help.

Execution

We launched on TV: we planted the thought that babies’ sleep is the time for all their amazing developments by contrasting it to adults’ sleep.

Print showed the incredible ‘To Do List’ that babies work through every night.Our road-shows took parents on a 12 hour journey through baby’s sleep, experiencing hyper-busy mental activity and even the accelerated growth babies experience via the shrinking room! Weary mums could consult our sleep experts online or get a sleep-fix in our Sleep Pods.

Our in-store told mums how (if they were a baby) they would shop better with their eyes closed.

Outcome

The campaign delivered the highest level of in-store visibility in the past few years, with record levels of features, demonstrators, displays, in-store theatralisation, bringing the campaign idea inside the stores.

Incremental 'free' media coverage of the event was significant, with coverage in TV, radio, newspapers and parenting magazines for generating 16MM+ impressions.In the first month after launch, the volume share of Pampers Baby-Dry grew by 4% versus the previous year, and by 5% versus the 6 months before launch.In the same period, Kimberly Clark’s competitive nappy share was down 9% versus the previous year.

Relevancy

Although nappies perform a functional service to mums, on another level a brand that can provide mums with insights, information, tips and help about their baby adds real value over and above its function and most important over and above the competition.The ‘Sleep Like a Baby’ Campaign and Tour provided sleep deprived mums with genuine advice and reassurance through access to real experts. This campaign is a genuine example of how giving real brand value via a useful and inspiring experience drove sales.

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