Washroom poster contractor Admedia has signed up Procter & Gamble
for an unusual branding campaign in baby changing rooms across the
The nappies-to-shampoo giant has booked every Admedia A3 EyeSite
Washroom poster in 160 shopping centres and every motorway service
station in the UK to promote its new disposable baby changing mats.
The poster ads for the product, called Care Mats, are located above the
baby-changing mats and opposite feeding areas.
Admedia claims that they will be seen by 2.8 million parents in an
average month and a parent or carer is likely to see the message on the
poster for over 135 seconds.
P&G and Admedia have also teamed up to create 500 mock mats, each
displaying the message ’now you can change your baby’s nappies
anywhere.’ The mats will be placed in every baby changing room for the
duration of the campaign, scheduled to run throughout December and early
Saatchi & Saatchi planned the Care Mats campaign while Starcom bought
the Admedia sites.
Admedia owns and operates over 10,000 EyeSite Washroom poster
Other clients to use the medium include Dove, which advertised its
deodorant on the inside of cubicle doors and on hand dryers last month.