Introducing the Ultimate Gameday Changetable – the world's first interactive baby change station. Launched at a sold-out NBA basketball game at Toronto’s Air Canada Centre, it gave dad everything he needs to get diaper duty done – and turned a messy chore into a game itself. Dads raced against the clock in friendly competition for the fastest diaper change time and were then rewarded with a coupon for Dove Men+Care products. Best of all, the built-in live video feed meant they didn’t miss a second of the action on the court.

Digital screens throughout the stadium drove awareness while social media influencers (dad bloggers) and the press were invited to the launch creating word-of-mouth and mentions in traditional and social media.

We helped turned a dirty job into something fun – and our dad bloggers helped spread the word. Two million earned impressions were generated through press mentions and social media. In addition, there was a 239% increase in social conversation around Dove Men+Care amongst dads, and all of our coupons were collected by the dads who took part.