Measuring the eternal bond of a mother's love

<p>In 1998, in an attempt to build its brand credentials as a baby </p><p>care expert, Pampers invented a measurement test called "Bonding </p><p>Quotient" in Hong Kong. </p><p><BR><BR> </p><p>This aimed to measure the bonding relationship between a mother and her </p><p>baby - the idea being to promote the message that Pampers cares. </p><p><BR><BR> </p><p>The client wanted to introduce the Bonding Quotient concept to mothers </p><p>at the same time as launching a new product line. </p><p><BR><BR> </p><p>Working with terrestrial channel ATV, Zenith Media Hong Kong and Pampers </p><p>produced a programme tailor-made for housewives, which would bring the </p><p>Bonding Quotient concept to life. </p><p><BR><BR> </p><p>This was translated into baby-parent games similar to those staged in </p><p>imported baby programmes aired on local television, while Zenith </p><p>enhanced the content and adapted it to suit local tastes. </p><p><BR><BR> </p><p>The interactive games featured included: </p><p><BR><BR> </p><p>- babies crawling from a distance to find their parents; </p><p><BR><BR> </p><p>- parents having to guess which bottom belonged to their child; </p><p><BR><BR> </p><p>- nappy-changing skills; </p><p><BR><BR> </p><p>- a Bonding Quotient quiz. </p><p><BR><BR> </p><p>The client was rewarded by a flood of telephone calls to its hotline </p><p>from mothers keen to participate in the programme with their babies. </p><p><BR><BR> </p><p>Meanwhile, the TV station was delighted to see parent target ratings </p><p>shooting up dramatically from the airing of the very first episode </p><p>onward. </p><p><BR><BR> </p><p>* This ongoing National Geographic Showcase series features selected </p><p>material from winners and other entries in the Best Use of Media </p><p>category in MEDIA's Agency of the Year Awards 1999. </p><p><BR><BR> </p>