Creative Execution

An simple interactive site was created using face and voice detection, featuring 15 cute kids, grumpy and laughing all wearing Bonpoint outfits. To make the kids laugh, users just needed to sit in front of their webcam, hide their face behind their hands and suddenly open both hands to surprise the babies, the next kid appearing on the screen after the previous one had laugh. For each babies, users could click on the look to see more, go on the Bonpoint e-commerce site to purchase the items or share it on social media.

The interactive site attracted more than 500,000 sessions, with an average of 1,30 minutes spent on the site per visit. On social media, the posts about the campaign from Bonpoint official accounts gathered 8 million impressions and the topic ranked 1st hot topic in the Fashion & Luxury category on Weibo. The brand official Weibo account fan base increased by 56% and the official Wechat account increased by 333%. In addition, the campaign received positive online press coverage in China and internationally, giving more exposure to the campaign.

Baby laughs are among the cutest things in the world: nobody can resist it. To promote their new SS15 children collection in China where the brand lacks of awareness, Bonpoint wanted to go digital. We decided to ask users to make babies laugh for real, giving a modern twist to the famous Peekaboo game with an interactive and multiscreen look-book where users made babies laugh.