The Baby Stroller Test-Ride by Contours.

We created an exact, adult-size replica of one of our best-selling baby strollers and invited parents to try it in our Test-Ride. For the first time ever, parents could experience what their baby experiences, proving just how comfortable Contours strollers are for babies.

The Contours Stroller Test-Ride serves as a one-of-a-kind, real-life experience—one that is also a product demo, unique to Contours and impossible until now.

We allowed parents, who are the decision makers, to interact for the first time with the product in the same way their babies would, differentiating our brand in an extremely competitive market.

We conducted the Baby Stroller Test-Ride in baby stores and parks around the Chicago area in April 2016. We created an engaging online film that introduced and invited more people to participate in the Baby Stroller Test-Ride by Contours.

During the experience, we created a relationship with parents where they registered to receive information about our line of products. The option of buying a stroller was also readily available wherever the test-ride was happening.

Our live, experiential events were supported with an online film, live broadcasts via Twitter and Facebook, and through other social media.

There are nearly 4.0 million new babies born each year in the U.S.

Up until now, when baby stroller shopping, 0% of parents have been able to really know what’s best for the most precious addition to their family.

The Baby Stroller Test-Drive by Contours changes stroller-shopping behavior by giving parents, for the first time ever, the experience of riding in the stroller.

The Contours Stroller Test-Ride serves as a one-of-a-kind, real-life experience—one that is also a product demo, unique to Contours and impossible until now.

We allowed parents, who are the decision makers, to interact for the first time with the product in the same way their babies would, differentiating our brand in an extremely competitive market. Parents could buy Contours strollers anywhere our stunt took place—in-stores and online while at parks and other locations.

90% of new moms in America are Millennials who value remarkable experiences and look for four aspects in brands: authenticity, meaningfulness, uniqueness and innovation.

Using this knowledge as our guide, we had to create a way to allow moms to test the stroller in-store to feel what their baby feels. We achieved this by creating an unusual experience: the Baby Stroller Test-Ride by Contours. We captured the experience on film and created a video that was shared online to introduce and invite more people to participate in the Test-Ride.

We specifically targeted parents by intercepting them at baby stores, child-friendly parks and other places that they frequent.

As a premium brand, Contours is proud to make extremely safe and comfortable baby strollers.

Stroller shopping can be a challenge for parents for many reasons. But an often overlooked stroller buying consideration is how the baby feels. This is because babies can’t verbalize their comfort levels or preferences, and average-sized adults can’t fit themselves into strollers to experience them first hand.

Contours asked us to come up with a way to show parents how the Contours Stroller is the safest and most comfortable stroller in the category. As budgets were limited (US$50,000) we needed an idea that would generate a lot of buzz and engagement among our target audience, so they would help spread the word online.