Promo MUMMY SUIT by Etcetera Amsterdam

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Industry Retail, Distribution & Rental companies, Online Retail & E-stores
Media Promo & PR
Market Netherlands
Agency Etcetera Amsterdam
Art Director Wouter Voges
Copywriter Maarten Remmers, Pascal Boogaert
Released March 2010

Credits & Description

Category: Retail and E-Commerce, including Restaurants
Advertiser: BOL.COM
Product/Service: ONLINE RETAIL
Date of First Appearance: Mar 8 2010 12:00AM
Entrant Company: ETCETERA, Amsterdam, THE NETHERLANDS
Entry URL:
Creative Director / Partner: Raymond van Schaik (Etcetera)
Art Director: Wouter Voges (Etcetera)
Creative Director / Partner: Edward Bardoul (Etcetera)
Copywriter: Pascal Boogaert (Etcetera)
Copywriter: Maarten Remmers (Etcetera)
Creative Director / Partner: Ben Imhoff (Etcetera)
Media placement: TV - 1 Spot - 08-03-2010
Media placement: Internet - 1 Site - 15-03-2010

Describe the objective of the promotion.
On TV a father resorted to improvisation by giving his son a toilet roll for his birthday, claiming it as a ‘mummy suit’. In the online follow up, people could have a bit of fun with the idea and download a paper gift wrapping to transform a toilet roll into certified Mummy Suit.

Describe how the promotion developed from concept to implementation
When the TV ad was airing, people were already posting their own pictures and videos featuring their own mummy suits in private situations. They were even sold on e-bay. To further exploit this hype, we involved the consumer even more, by offering them their official Mummy Suit toilet roll gift wrapper, to be downloaded on

Describe the success of the promotion with both client and consumer including some quantifiable results
The temporary site was visited some 80,000 times, and the gift wrapper pdf was downloaded over 14,408 times. The postings on sites youtube, and e-bay by consumers, as well as re-tweets were overwhelming to us at the agency.

Explain why the method of promotion was most relevant to the product or service
The fact that people were already posting pictures and videos online, made us facilitate this in the same –online- environment. The level of commitment ie the ‘do it yourself’ nature of the concept, was perfect for involvement and activation of consumers.