Chicco, the Italian baby goods brand, is relaunching in the US by teaching consumers the correct pronunciation of its name. The twist? Getting babies to say the name right – Kee-ko – and asking parents to send in video clips of their kids. All clips will then be displayed on a billboard in Times Square, and a photograph taken and sent back to the parents.
The clips can be uploaded and viewed at the website, while social media, print, online ads and mommy blogs will spread the word. The billboard, part of a new American Eagle Outfitters store, will show clips at 15 and 45 minutes past each hour until March 13.