Pampers 'Sleep Like a Baby' Roadshow

The Brief

When Pampers set out to promote its Baby-Dry range, nappies which aid sleep by keeping babies dry for up to 12 hours, it required a solution that would build brand empathy and trust, with an emphasis on education and entertainment, rather than sampling. The brief to BEcause Experiential Marketing was to:

– Communicate the Baby-Dry benefits through an interactive highly educational???
?experience
– Generate positive word of mouth to reinforce Pampers' position as a "baby and?? toddler care company" dedicated to good parenting
– Increase brand equity and Pampers market share in category

The Solution

Touring shopping centres and stores nationwide, 'Sleep Like a Baby' immersed parents in a baby's world via a 16 metre colourful walk-through toy train - 'The Pampers Sleeper'.? Each carriage was devoted to different sleep insights, featuring interactive sensory exhibits designed to educate parents and entertain toddlers. Teams of trained BEcause Brand Ambassadors? - many of them young mums themselves - guided visitors through the experience providing knowledgeable insights throughout the journey.

During their journeys through the carriages, visitors experienced the chaos of a baby's developing mind while it sleeps; felt the confusion of learning "which sounds go with what" at the park; attempted to build a tower from giant unstackable blocks; and saw themselves grow with the help of special mirrors. The final carriage had a product focus with BEcause Brand Ambassadors on hand to provide product charts, packs, and advice where needed.

Awards
The campaign has won a string of Awards including:
– The MAA Globes Best Event Marketing Campaign Worldwide
– The Grocers' Golden GRAMIA in Brand Experience Creative category
– Field Marketing's Most Effective Roadshow or Shopping Centre Campaign
– Event's Best Field Marketing or Brand Experience Campaign (Silver)