The Baby Stroller
Kolcraft
Issue 40 | September 2016
Agency
FCB Chicago
Creative Team
Chief Creative Officer Todd Tilford VP, Creative Director, Art Gustavo Dorietto SVP, Executive Creative Director, Creative Max Geraldo Creative Director, Copywriter Gabriel Schmitt Copywriters Sue Salvi Megan Kellie SVP, Creative Director, Copywriter Todd Durston
Production Team
SVP, Executive Creative Producer John Bleeden Senior Producer Kelley Varga Production Company Lord + Thomas, Cinema Libertad LLC
Other Credits
SVP, Management Director, Account Hollie Platte Fabricator Hero Solutions
Date
April 2016
Background
Contours manufactures premium baby strollers.
Test driving a baby stroller, however, is a sub-premium experience. Babies can't give feedback on the comfort, safety or other features. Yet they're critical to the purchase experience.
Contours wanted to find a way to let adults experience a ride in a Contour stroller.
Idea
Contours created an exact, adult-size replica of one of their best-selling baby strollers and invited parents to try it in a test-ride around the store or a local neighbourhood.
$5,000 was spent on promoting the test rides on Facebook.
Results
The promotion garnered 479 million impressions in a month. The idea and video spread to more than 25 countries, picked up by 284 news outlets around the world, including appearances on the Today Show, Good Morning America, MSN, and more live appearances scheduled around the United States.
Our Thoughts
Of course – doh! – it’s blindingly obvious when you think about it: parents regularly spend big money on a baby product without having any idea of how the actual user feels about it.
The answer is simple – and fun: find a way to allow parents to test the product for themselves.
Amusing and engaging, this promotion is a genius way of allowing Contour to stand out in an-otherwise broadly undifferentiated product sector.
The PR will also undoubtedly help Contour improve stocking and distribution with key retailers.