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