Procter & Gamble Promo MINIATURE PORTABLE TOILET by Saatchi & Saatchi Warsaw

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Industry Baby Hygiene, Business equipment & services, Corporate Image
Media Promo & PR
Market Poland
Agency Saatchi & Saatchi Warsaw
Creative Director Max Olech
Art Director Natalia Pryzowicz, Nicole Lypinska
Account Supervisor Katarzyna Praznowska
Released November 2010

Credits & Description

Category: Best Use of Ambient in a Promotional Campaign
Product/Service: TOILET TRAINING
Date of First Appearance: Nov 4 2010
Creative Director: Max Olech (Saatchi & Saatchi Poland)
Deputy Creative Director: Blanka Lipinska (Saatchi & Saatchi Poland)
Art Director: Natalia Pryzowicz (Saatchi & Saatchi Poland)
Business Director: Jolanta Mazurek (Saatchi & Saatchi Poland)
Account Supervisor: Katarzyna Praznowska (Saatchi & Saatchi Poland)
Account Executive: Malgorzata Wajdziak (Saatchi & Saatchi Poland)
Art Director: Nicole Lypinska
Brand Manager: Marek Rozycki (Procter & Gamble Poland)
Media placement: Ambient - Playgrounds In Warsaw - 4 November 2010

Describe the objective of the promotion.
The objective of this campaign was to educate kids how to say ‘good-bye’ to a nappy.

Describe how the promotion developed from concept to implementation.
Pampers is about babies’ development, which toilet training is part of. Therefore we designed a miniature portable toilet (a Toi Toi) to give parents and toddlers the chance to do toilet training in an atmosphere of fun: simply to educate via entertainment.

Explain why the method of promotion was most relevant to the product or service.
We located a portable toilet in a place where kids come to have fun, the playground. Each child had a chance to go into the toilet, sit and be instructed by mom and with the help of boards placed inside. The boards presented everything a baby has to do to use the toilet properly.
After the instructions kids received a ‘certificate’ in the form of the toilet paper.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Hundreds of toddlers and parents visited the mini portable toilet and qualified in Pampers toilet training.
A number of kindergartens have joined the Pampers initiative with a request to rent a mini portable toilet for educational training.
The miniature portable toilet by Pampers was mentioned in Facebook groups, parents blogs and kids clubs websites.