2013 Winners & Shortlists

The Brief

On January 21st, the World recognizes and celebrates "Hug Day". Huggies wanted to claim this day as its own by creating an in-mall activation where Huggies gives back to the orphans of the community. Huggies Baby Mascot was to gather enough hugs during World Hug Day, and claim against each free Hug 1 free pack of Huggies Diapers to be granted to babies in need.

Describe how the promotion developed from concept to implementation

As part of owning "Huggies hugs like a mother's hug", World Hug Day was used as an event to tie-up with Hugs, where every hug counts, linking it back to babies, and to CSR , i.e. each 1 Hug =1 free Huggies pack to an orphanage. On Sunday 20th, 1 day before World Hug Day, CityMall was the destination for 1 big surprise. Huggies giant mascot baby roamed the mall giving away free hugs collected for a bigger reason. The Day after was the "Hug Day", when Huggies actually went and donated the free packs of diapers to the orphanage.

Describe the success of the promotion with both client and consumer including some quantifiable results

500 hugs were gathered, which meant 500 packs of diapers, some 15 000 diapers, for 230 orphans, with 80 babies in need of diapers, with 35% more likes on Facebook, shares and comments and a more emotional connection with Huggies and babies, as well as stronger ownership for the World Hug Day.

Explain why the method of promotion was most relevant to the product or service

Just like a mother's hug, Huggies diapers hug the babies exactly the same, bringing the feeling of protection and security for babies. what more relevant than having a free hug from the Huggies Baby Mascot during World Hg Day that will turn into free Huggies diapers to babies who are in need of something similar to mothers' hugs, but cannot have these hugs as they were orphans in an orphanage.