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The prestigious European competition POPAI Awards Paris knows its winners. The winning projects, selected by an expert jury, were announced on September 15th in Paris.

Pampers attracts moms with its interactive module

Together with the company Procter & Gamble, we have devised how to make a children´s section environment, namely a section of disposable nappies, more attractive and how to educate shoppers. In the chain of Globus supermarkets, we implemented a campaign to promote a premium series Pampers Premium and new Pampers Pants. It was a colour-coding of categories and interactive modules Touch and Feel enabling to look at the products thoroughly.

”The goal of the project was primarily to increase attractiveness of the shopping environment, namely the section of disposable nappies, and also to inform shopping moms about Pampers products. In this campaign, we wanted to educate customers and facilitate their orientation within the children´s category,” said Jozef Vnenk from Procter & Gamble.

The result is a communication set, which included a colour coding of individual categories and especially Touch and Feel modules with an interactive element customers can turn and look at the whole product, structure of nappies and the way of fastening them in detail. Thanks to the light effect and the whole originality of this application, customers are being distracted from shopping routines and their attention is being attracted towards the communicated products. Customers will be attracted also with interactivity at first glance, which contributes to higher probability of purchasing with clear communication of the product benefits.

The chosen form reached the desired effect as we can see from positive reactions of moms. It is easier for them to orient within shelves and better understand benefits of the premium nappies. After a two-month testing in Brno, Procter & Gamble has placed the realization into all stores of the Globus supermarket chain and the sales increased within the set objectives of this P.O.P. activity.

Your DAGO team


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