This site uses cookies. By continuing to browse this site you are agreeing to our use of cookies. Find out more here.
  •  Thumbnail
  •  Thumbnail

Insight

Bepanthen Baby, the diaper rash cream from Bayer, is essential when it's time to change the baby's diaper, helping to take care of the skin. And as everyone knows, babies pee and poo in the most unexpected places. However, many restrooms are not clean or safe for changing diapers. And so parents need to improvise.

Strategy

To resolve this problem, JWT created Poosters - the first OOH ads that become diaper changers and protect babies from unsanitary restrooms.  
The agency created a small dispenser with special sheets that were made with anti-allergenic paper and ink, and distributed them at strategic restrooms around the city of São Paulo. 

Execution

The OOH media was installed in restrooms in the city of São Paulo. 20,000 samples of Bepanthen Baby and posters were distributed by a promoter, helping parents at those moments.

To use them, parents just had to pull a sheet and use it as a base for changing the baby. The posters' illustrations, in combination with the babies on top, created unique characters, inviting the parents to take a photo and post it on social networks.

Results

20,000 posters were provided for delivery along with 20,000 product samples for a three-month action. However, after two weeks, the delivery expectations had been exceeded. The action is still underway today.

Have Your Say

Please register to add comments.

Brand:
Bepanthen
Brand Owner:
Bayer plc
Categories:
Baby Care
Pharmaceuticals/Healthcare
Region:
Brazil
date:
April - June 2017
Agency:
JWT
Media Channel:
Out-of-Home
  • FMAs shortlisted

Cream Shuffle

Stuck for ideas? Use our automated inspiration tool.

ShuffleClick to shuffle
  • Vodafone
  • India
Read more

Cream Subscribers

Other C Squared Products

logo 2013 small

© C Squared Networks Ltd.

115 Southwark Bridge Rd,
London, SE1 0AX.

Registered Number: 8391925
VAT REG NO: GB158 9727 52

Umbraco development
by Vizioz