Pampers: EXTRA DREAMS. EXTRA LAUGHS.

Credits & Description:

Advertiser: PROCTER & GAMBLE ARGENTINA
Agency: TRIBAL ARGENTINA
Category: Special Editions & Promotional Packaging
Advertising campaign: EXTRA DREAMS. EXTRA LAUGHS.
Account Director: Candelaria Seara (Tribal Buenos Aires)
Art Director: Dana Daveiro (Tribal Buenos Aires)
Art Director: Lucas Tonet (Tribal Buenos Aires)
Copywriter: Lupe Rosell (Tribal Buenos Aires)
CEO/Creative Director: Walter Ioli (Tribal Buenos Aires)
Trial/Digital ABM Southcone: Daniela Laguzzi (Procter & Gamble Argentina)
Art Director: Federico Fernandez (Tribal Buenos Aires)

Implementation
Instead of the typical product demo, we decided to let real babies show the results through the 1st iMedia Banner directed by mums and starred by their babies. We decided to focus on the result: happy babies.Vía iMedia Banners and newsletters from Pampers Community Entre mamás, we invited mums to try the new product and register their babies woke up. They could upload the video in www.entremamas.com.ar and in Pampers Fan Page.Mums - whose videos were selected - received an email that warned them when and where the banner was going to be published.

Client Brief Or Objective
Pampers presented a new diaper with an innovative “RTB Layer” for extra absorption. We have to demonstrate Pampers Extra Sleep diapers main benefit and how extra absorption layer worked among a non heavy-user Internet target, reaching 100.000 visits on Pampers online community: Pampers Entre mamás (www.entremamas.com.ar). We had to use Digital Media not only to show the benefits of the product, but also to generate engagement with non heavy users of Internet.

Execution
We had to show that, using an extra-absorbent diaper to sleep, babies woke up dry and cheerful, so we decided to reverse the order of communication to highlight the most important, the benefit: happy babies. So we offered mums to fulfill their dreams of having a "baby model" without passing by doubtful castings. Real babies, real results.With a clear call to action, we invited mums to try Pampers Diapers and let everyone knows the results of the morning after. Mums enjoyed filming their babies, Pampers proved the benefits of an "RTB Layer".

Outcome
Thousands of babies attested to the effectiveness of the new diapers in our campaign banners. More results:- More than 250.000 mums participated.- 612 babies starred 612 banners- The video compiling the best material uploaded during the campaign made Pampers Brand Channel reached the Top 10 of Argentina.- During the campaign, we duplicated the average number of registrations in www.entremamas.com.ar