FIRST FITTING [video] Ogilvy & Mather Chicago para Huggies

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FIRST FITTING [video]

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Sector Higiene del bebé
Media Ambiente, Case study
Mercado Estados Unidos
Agencia Ogilvy & Mather Chicago
Creative Director Andrew Gall, Vince Solivan, Vince Solliven
Art Director Ryan Stephens
Copywriter Jimmy Pardi
Publicado diciembre 2012

Creditos y descripciones

Advertiser: KIMBERLY CLARK
Agency: OGILVY & MATHER
Category: Static
Advertising campaign: FIRST FITTING
Creative Director: Andrew Gall (Ogilvy & Mather)
Group Creative Director: Dave Metcalf (Ogilvy & Mather)
Copywriter: Jimmy Pardi (Ogilvy & Mather )
Art Director: Ryan Stephens (Ogilvy & Mather )
Creative Director: Vince Solivan (Ogilvy & Mather)
Creative Director: Vince Solliven (Ogilvy & Mather)
Creative Director: Andrew Gall (Ogilvy & Mather)
Group Creative Director: Chris Turner (Ogilvy & Mather)
Chief Creative Officer: Joe Sciarrotta (Ogilvy & Mather)
Outcome
Moms were excited to see such a fun and unexpected transformation and more than happy to have their baby try on a Slip-On, right there in the store. When word got out about baby fitting room experiment and a better fitting diaper from Huggies—Huggies Slip-On sales increased 47%, in just two weeks. And traffic to the Slip-On product page increased 916%.
Relevancy
We went right to moms point of decision - the diaper aisle, to change the way she thinks about Huggies Slip-Ons. For the first time moms can test a diaper fit without the commitment of buying a whole pack only with the chance of missed expectations.
Client Brief Or Objective
Huggies had created a new kind of diaper; one that slides on like pants and fits more like real clothing. But even with a superior fit, Huggies Slip-Ons weren’t standing out in the diaper aisle—a place where just about every diaper product looks the same. We needed to grab mom’s attention in store and create an experience that would prove to her that Huggies Slip-Ons offers a better fit than any traditional diaper on the market.
Implementation
We decided to get rid of the diaper aisle and transform it into a baby fitting room. So real moms and their babies could see how Huggies Slip-Ons fit, right there in the store. Our first objective was to design a functional fitting room, one complete with real changing rooms, baby sized mirrors, diaper racks and a comfy waiting area. Our second objective was to create an eye-popping site for when moms round the corner and see the transformation of the typical diaper aisle for the first time.