Movie Screenings for New Parents Perfect Way to Push Diapers

Published on .

Brand: Huggies
Brand Owner: Kimberly-Clark
Category: Baby Care
Region: U.K.
Date: 2004 through 2005
Media Agency: MindShare
Media Owner: Carlton Screen Advertising

“Screamer Screenings” is great symbiotic concept. During the day, most cinemas are quiet, empty places, unlike the domestic environments in many of the surrounding houses, at least the ones that have been blessed with a newborn baby. So a movie house in London gave birth to a new media idea: Young mothers (and occasionally dads) are invited to attend screenings -– providing a welcome and noisy opportunity to mix with other new parents.

The concept began in 1999, but was expanded across the U.K. in 2004 by Carlton. For an impressively low sum, Kimberly-Clark secured the rights to the U.K. screenings. The result is a brilliant combination of advertising, sampling and interaction with the target group -- a total of 60,000 young mothers.

A Huggies spot appeared before all the main film releases during the screenings, and Kimberly-Clark also cleverly branded the environment. Foyers were packed with leaflets, and clever stickers branded the baby-changing facilities in the toilets. On top of the benefits of a captive audience, the Huggies brand received the halo effect from appearing to bring this cute idea to the public (no doubt infuriating the competition in the process).

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Cream is a U.K.-based magazine owned by C Squared Communications aimed at highlighting the best in creative media worldwide. All media ideas are part of C Squared’s Creative Media Database.

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