Innovative nappies and wipes brand Huggies® introduced an exciting new wipes campaign earlier this year. It was far removed from the ordinary demonstrations where absorption and strength are being tested. The campaign introduced a 360º virtual reality video for consumers to watch, both in-store using Virtual Reality kits, as well as on smartphones on the YouTube and Facebook apps. This video was recognised at the 2016 New Generation Awards on the 13th of October and won a Gold for Best Use of Technical Innovation.
The New Generation Awards, currently in its fourth year, recognises digital and social media concepts and campaigns at hand. These awards attract leading experts and have become a prominent event amongst agencies and corporate SA. Both the corporate marketing team and the agencies implementing the campaign receive recognition alongside each other. The Huggies® team worked with Creative Spark, an M&C Saatchi company, to conceptualise and bring to life the Huggies® Wipes virtual reality video.
The video showcases the naturalness of the wipes and starts in a baby’s room with mom changing her nappy, and as mom stops to grab a wipe, the immersive journey begins. The viewer is taken to a forest where they get to hear how natural the base sheet of Huggies® Baby Wipes are. They are then transported to a waterfall to see how pure the formulation that adds moisture to the wipes actually is. This is followed by an educational section where Huggies® poses the question “How natural are Huggies® Wipes?” and the answer is “Natural enough to sprout a bean”. The viewer is then showed the age old science experiment where a bean is placed in moistened cotton wool, in this case a wipe, and the top of the cup is covered with cling film or by placing the lid on the jar. Because this environment is pure and free of any nasties the bean thrives and grows over the next week.
“It has been an exciting journey, sometimes unknown and very different to anything Huggies® has done before but it has been well worth it”, says Morné van Emmenes, Brand Manager, Huggies® Wipes. “I would like to congratulate and thank the Creative Spark team, they can be really proud of themselves for the quality of work they have put forward, it is a very well deserved award.”
Future Huggies® campaigns would have to remain mindful of the success of this campaign and consider further experimenting with technical innovation. “Working with clients who are open to trying new things, things that haven’t necessarily been done to date allows us to push the boundaries when it comes to our abilities and making the impossible possible. Without these opportunities we wouldn’t have been considered for a such prestigious award, such as a New Generation Award for technical innovation”, said Emmanuel Quartier, Social Media Manager at Creative Spark.
Throughout the year consumers can experience this video when visiting selected Baby City stores & the MamaMagic Baby Expo’s with the Samsung Gear VR head set and consumers who purchase wipes will be given a free Google Cardboard headset, enabling them to turn their smartphone into a Virtual Reality kit. Those consumers that do not get to experience this in-store, are not going to miss out as anyone with a smartphone and using either YouTube or Facebook apps, can take this exciting journey.
How to watch this video:
• Have the latest version of the YouTube app on your Smartphone
• Go to http://bit.ly/HuggiesVR
or
• Have the latest version of the Facebook app on your Smartphone
• Open the app, and visit our page at Huggies SA
• The video is on the Facebook page
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About Huggies®
Huggies® is known for providing a range of nappies for every stage of a baby’s life. From the very first moment up until the last time they wear a nappy. The range consists of Huggies® Preemies, Huggies® My First Nappy, Huggies® New Baby, Huggies® Gold for Boys and Girls, Huggies® Dry Comfort®, Huggies® Nappy Pants for Boys and Girls and Huggies® Little Swimmers®. They also offer a range of wipes – Huggies® Newborn, Huggies® Natural Care, Huggies® Simply Clean and now Disney Huggies® wipes. Huggies® is part of Kimberly-Clark South Africa, a subsidiary of the US-based Kimberly-Clark Corporation which market innovative health and hygiene products that people come into contact with every day. Find us: Website – www.huggies.co.za ; Facebook – HuggiesSA and Twitter @huggies_sa.
Issued By:
Carla van Pletzen, Sabio Communications
Tel: (011) 476-8270
Cell: 082 336 7657
E-mail: carla@sabiocommunications.co.za
On behalf of Huggies®
Morné van Emmenes, Brand Manager, Huggies® Gold, Child Care & Wipes
Tel: (011) 456-5777
E-mail: morne.vanemmenes@kcc.com
