Challenge

We wanted to create some excitement around SuperBrugsen's new 'Babypakke' - a lovely gift for upcoming parents containing allergy-free, organic products for mom and baby from Änglamark. We also wanted to highlight how SuperBrugsen supermarket lives up to its positioning of 'Der er forskel' ("There is a difference").

img

Solution

We placed a real baby scanner next to a conventional goods scanner in the SuperBrugsen Matthæusgade in Copenhagen and invited some upcoming parents to do some regular shopping on the day of filming. The women had no idea what to expect, resulting in a film capturing very real reactions and heart-felt emotion. We also caught the attention of the regular shoppers, some of whom also enjoyed a sneak preview of their babies. It was wonderful to capture the pure joy of all the upcoming parents and their families ... plus the reactions (and interactions!) of the general public! We ended up with and a fun and emotional film and some very happy parents.

img

Result

The film caused quite a stir ... over a million people watched it on facebook (1.2 million when we last looked!), 5400 people shared it and over 24000 people liked it. There were also over 3000 comments with a great deal of emoji action, from laughter to tears of joy! 😍😘👶🏼 🍼💕 — The press picked up on the excitement as well, with Bureaubiz, markedsforing, Berlingske Business, Metro Xpress and more writing about the unusual idea.

img