Pampers Promo, Case study PRIMA BABY GAMES by Starcom Istanbul

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Industry Baby Hygiene
Media Promo & PR, Case study
Market Turkey
Agency Starcom Istanbul
Art Director Cumhur Yilmaz
Account Supervisor Hilal Demirsar
Released July 2010

Credits & Description

Category: Best Use of Special Events and Stunt/Live Advertising
Advertiser: PROCTER & GAMBLE
Product/Service: PRIMA
Date of First Appearance: Jul 15 2010
Householdcare Marketing Director: Uluc Ayik (P&G)
Brand Operations Associate Marketing Director: Zeynep Kutlay (P&G)
Brand Manager: Mert Burian (P&G)
Assistant Brand Manager: Selvi Talipoglu (P&G)
Assistant Brand Manager: Salih Ozturk (P&G)
Householdcare/Health & Wellbeing Brand Operations Group Manager: Asli Zeynep Sudor (P&G)
Householdcare Brand Operations Integration Manager: Burcu Soykurum (P&G)
Householdcare Direct Marketing Manager: Cagla Ardak (P&G)
P&G Account Director: Inanc Dedebas (Starcom)
Paper and Health & Wellbeing Category Supervisor: Imer Kamadan (Starcom)
Communication Planner: Barin Ozgirgin (Starcom)
General Manager: Nilufer Genckirli (Response Direct Marketing)
Copy Writer: Merve Selamet
Art Director: Cumhur Yılmaz
Managing Partner: Ozgur Karacak (Sesli Harfler Digital Agency)
Managing Partner: Gorkem Uraz (Sesli Harfler Digital Agency)
General Manager: Seda Mizrakli Ferik (Krea Direct)
Account Supervisor: Hilal Demirsar (MediaCom Interaction)
Client Group Director: Metin Ascioglu (Guzel Sanatlar: Saatchi&Saatchi)
Client Director: Feride Tuzun (Guzel Sanatlar: Saatchi&Saatchi)
Media placement: TV Campaign - Kanal D, Show TV, Star TV, etc. - 1 July 2010
Media placement: DM - Beylikduzu Shopping Mall - 16 July 2010

Insights, Strategy & the Idea
In the Turkish diaper market, anatomical fit is an attribute every brand talked about but none were able to own, since it is the main driver of brand switch for mums. Therefore, our challenge was to differentiate among others and own anatomical fit. Moms know the importance of freedom of movement to the mental and physical development of their babies. They love celebrating their babies’ happiness and achievements. Taking these facts as our starting point, our strategy was to emphasize the freedom of movement and transform it into a unique experience for the babies and the parents.
The idea to realize this was to create the biggest baby movement of Turkey.

Creative Execution
Unlike competition, we went beyond traditional TV communication and built Prima Baby Games arenas, where babies and parents experienced and enjoyed the freedom of movement with activities such as baby yoga, crawling contest, ball shooting etc. We educated mothers with tips on how to raise healthy and active babies. Participant babies were awarded with trophies, t-shirts and samples.
Baby Games created a unique engagement online, also. The activity route, photos and videos were shared on Prima’s Facebook fanpage & webpage and the route was modified according to requests from mothers. Moms inspired from Baby Games, uploaded their own home-made videos to the fanpage. Special advertorials were aired before newscasts and magazine programs; as if reporters were reporting live from the Baby Games.

Results and Effectiveness
Value share recorded 4.2% increase in the first following month after the campaign; the highest ever in past 3 years with 45%.
Top of mind awareness increased 50% vs. last 12 month average; exceeded the target and reached the highest ever level in 2 years.
7.000 babies won medals in the Games and Prima Baby Games created unique brand experience for 700.000 parents (25% of our target group) at 22 different locations in 10 cities.
Facebook fanpage fan numbers increased amazingly by 70% during the campaign.