We combined two relevant topics in Singapore, (1) Baby Incentives and (2) Electronic Road Pricing gantries, to create a parody concept we called “Electronic Baby Pricing” gantry. We placed the gantry in a popular mall and had an actor posing as a policeman fine people for using the walkway without a baby. While people with babies passed through without being fined.

Client's expectations were exceeded many times over. The response was so successful that we ran out of sampling kits. The stunt generated SGD 80k of free publicity with coverage on all major news stations during prime time. It also drove a 24.8% increase in visitors to the Huggies website. We generated a 400% ROI.