Creative Execution

We created the world's first interactive 360-degree panoramic view, from a crawling baby’s eye level that brings mums new perspective. Using her mobile phone, mum gains a first person perspective on her child’s world. She can pan and tilt her phone left, right, up and down to emulate her crawling child exploring the space around him. She is fascinated to see toys appear bigger than their normal adult perspectives, she can pick them up and be served with important information about their developmental benefits. Finally, mum was invited to redeem a product trial for her baby and friends’ babies.

In under 14 days, more than 150,000 mums in Hong Kong and Taiwan engaged with the experience, and more than ten times the amount from 2013 were converted to trial Pampers Easy Ups, the Pampers product driving the experience. The conversion rates on Pampers 2014 Grow Through Play mobile campaign increased ten-fold from the experience launched in 2013. More babies are now ready to grow up healthy and happy.

At some point, every mum has watched her child play and wondered what is going through their mind – Why is she so interested in that same toy? What is it about this place in our house that makes him so happy? Why does she always head straight for the stairs?! Mums know that play is important for their babies, but they aren’t always confident of how play is contributing to their baby’s development. Pampers wanted to give mum a new perspective on her baby’s integral activities, so she could truly understand how play is key for her baby’s development. In doing so, she understands the product benefits of Pampers Easy Up, a product made for busy crawlers. Pampers decided to show mum the world from her baby’s eyes to help her understand, first hand, how her baby develops through play and how uninterrupted free play is critical for babies.