CASE STUDY: Action Advertising promotes Huggies diapers in a humorous way

Background

Huggies is without a doubt a blessing to mothers, particularly working mothers who juggle work and family. So when it introduced its new Dry Comforts Lock and Breathe diaper, its message was simple and straight forward: no more steamy bums.

“All mothers know how their young babies suffer from diaper rashes because the diapers lock in moisture that doesn’t allow their soft and tender skin to breathe,” says Daniel Ng, MD of Action Advertising. “The client wanted us to relay this message and also encourage the request for free trail packs.”

Aim

Typically, trail packs are offered via out-of-home advertising channels, but Huggies wanted to relay their message and be creative about it. “We took it a step further and added a slight tongue-in-cheek humour to it which resulted in a large demand for its sample packs,” says Ng.

"The promotional initiative was also a reversal of the traditional trend of on-ground to online as opposed to promoting something online and then distributing on ground."

Execution

To promote the sample pack request, promotional staff passed out steaming hot lotus paste buns together with leaflets for three days at the busy junction of Singapore’s Chevron House.

“We chose this high-traffic zone to capture the attention of many working mothers,” says Ng. “The steaming buns enabled us to get the message in a humorous manner at the same time extend a small lunch time snack.”

Result 

The initiative secured Huggies’ microsite a visit of 13,470 and sample request of over 11,000, exceeding the initial target of 10,000 microsite visits and 2,000 sample requests.  

Credits:

Campaign title No more steamy bums
Creative director Abraham Chong
Art director Mark Lee
Copywriter James Tan
Account manager Jessica Seah
Activation specialist Nabilah Ahmad
Tech development partner Archerlogic
Client Huggies Singapore