The interactive exhibition marks a significant departure from the brand's previous on-ground interactions, usually small-scale operations focused on games and competitions encouraging parents to have fun with their children. It also follows a major revamp of Dumex's packaging and brand positioning, unveiled in July.
The installation, devised by Ogilvy Interaction, takes Dumex's target audience of expectant women and parents of young children through five separate sections, starting with a dark, tube-shaped room representing the womb. On leaving the womb, attendees find themselves in Cradle City, highlighting the changes in eyesight a baby experiences from the ages of two to six months.
The event is designed to support Dumex's new positioning as a trustworthy partner for parents overseeing the development of their children. Each section of the exhibition ties in with a lifestage that mirrors Dumex's product line: from Mama, zero to six months, six to 18 months, one year plus, to three years and over.
After Cradle City, visitors find themselves in Lilliput, surrounded by enlarged household objects such as an oversized sofa and TV, to recreate the sensation of being a small person in a large world. Following Lilliput comes Rainbow Harbour, where parents are encouraged to crawl on the floor like toddlers. The journey ends with life as a three- to six-year-old in Fairytale Palace, in which parents and their children get to dress up and perform on stage. After a successful launch in Shanghai, which was visited by 10,000 parents and their children, the installation is touring Hangzhou, Chengdu, Chong-qing, Wuhan, Beijing, Guang-zhou and Nanjing.
The whole event, by far Dumex's largest consumer event in China, is part of a general drive by Dumex to upgrade its image and rise above rival brands as a premium product with a distinctive positioning. "We don't want to repeat what other people are doing," said Jacqueline Wang, business director for Ogilvy Activation Shanghai, referring to the slew of low-level events run regularly throughout the main cities by many child nutrition companies in China.
"This whole campaign is to make people aware that Dumex is a trustworthy partner for parents, helping children grow together." sm
