Brief:

Launching the new HUGGIES Boys & Girls diapers in a new and innovated way.

Challenge:

While at the retail store, the consumer has not enough time or attention to fully engage with a new product and its brand values.

Solution:

A first and one of a kind Babies Mobile Boutiques for boys and for girls located on the target audience's daily routes and enriches product and brand experience.

Execution:

We created printed pop-up stores placed on outdoor media: billboards, shopping malls and buses and train stations.

Each pop-up store was gender oriented and displayed images of Boys or the Girls diapers along with premium accessories for babies of the same gender (dolls, games, apparel, etc.). For each item we attached a unique QR code, when scanning it, the product came to life on a mobile web app, using Stop Motion techniques and HTML5 interactive features.

This way we created an enhanced On the Go user experience allowing him to get to know the product and engage with its brand values. Once the user experimented with the product, we allowed him to complete the process by purchasing the product using his mobile device.

In addition to the integrated campaign, we also used a wide mobile media spread and tools, including: Mobile Rich Media and Location Based Advertising –navigating the user to the closest HUGGIES Boys & Girls pop-up store.

Results:

• Over 150,000 different people visited the mobile store in less than two weeks

• The average time spent on the mobile web app was over 4 minutes!

• We created a new and innovated digital platform which for the first time brings HUGGIES directly to the consumers in a single tap, from any place and at any time.