SECTORS: Design Strategy, Corporate Communication & Branding, Marketing, FMCG
CLIENT: Procter & Gamble
YEAR: 2011
MY ROLE:
User research, insights collection, concept- and scenario co-creation
PROJECT: Team project, Master in Business Design, Domus Academy
Design of a branding strategy within the framework of P&G’s ‘Thank you Mom’ Olympics campaign.
Our 'Always No. 1' campaign targets empty nest mothers, who we engage by making them feel acknowledged, appreciated and by making them become ‘number one’ again in a concrete, tangible way. By providing them with a step-counter we make mothers protagonists of their own marathon. While keeping their usual lifestyle, their efforts and achievements are recognized and measured, and when they reach 42 km P&G rewards them with a special gift for themselves and matches their efforts to support a local social cause of their choice.
