Pampers "Koala Fit Stop" Tour

Client/BrandProcter & Gamble Lead AgencyEuro RSCG 4D ImpactOther AgenciesFrankel (promotion)Fleishman Hillard (public relations)Time Frame/MarketsJuly 14-Dec. 19, 2004, in Houston, Dallas, Nashville, Cincinnati and Atlanta. Venues at parking lots outside participating retailers (i.e. Kroger), daycare centers, amusement parks and P&G facilitiesObjectivesCreate an emotional link with parents by connecting Koala "Secure Fit" diaper benefits with child car seat safetySupport P&G customer teamsHeighten brand awarenessTarget AudienceHouseholds with young children in diapersStrategyThe idea was to take the benefit of the new diaper innovation, the improved fit, and give it relevance to consumers on more than one level. "Koala Fit" diapers are a new product innovation in the diaper category. The Koala diaper benefit is that Pampers has made technical improvements in the fastening system to prevent leakage. The brand message is, "the fit of the diapers isn't the only thing we are concerned about. It is important that all car seats have a secure fit" as well, so that children are always secure. The premise was based on a National Highway Traffic Safety Administration finding that "73% of America's car seats are improperly installed and fitted." It is difficult to find qualified people to check car seats in most communities. The strategy was to reach targeted consumers -- households with young children in diapers -- by establishing an emotional bond with parents. Pampers played on the double meaning of its theme, "Is your child securely fastened?"TacticsA team toured for 26 weeks to five key markets and executed a retail and market-focused mobile program to decrease the high percentage of improperly fitted car seats. The tour targeted general market and Hispanic consumers."Koala Fit Stops" were staffed with certified technicians who knew the right way to install a car seat. We recruited the right individuals to complete rigorous five-day certification training that culminated in a college-level examination.Visitors to the "Koala Fit Stop" could have their car seats checked and get a hands-on demonstration on how to secure them properly. The tour visited a combination of retailers, daycare centers, and P&G facility employee parking lots.After the seat check, visitors received branded goody bags containing coupons, a product brochure, a car seat safety brochure from the American Academy of Pediatrics, a sweepstakes entry to win a six-month supply of Pampers, and a koala plush toy.Important FactorsFrom a retailer perspective, we dramatically increased customer traffic and fostered goodwill for both the brand and the stores. We garnered incremental television PR/public service announcements advising parents about where the checks were being conducted, helping generate an overall good feeling in the community for the retailers and Pampers. Unique ElementsFrom a consumer point of view, the brand demonstrated concern for families, which led to brand awareness, trial, and loyalty (all confirmed by consumer feedback). The "Koala Fit Stop" tour provided an important community service that is not readily available in most markets. ResultsReached more than 20,000 consumers with the safety message and goody bagsChecked 6,500 car seatsPampers posted significant volume liftsGenerated significant incremental television PR in each marketPampers is expanding this program in 2005.

Pampers "Koala Fit Stop" Tour

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