Admedia in P&G Care Mats deal

Washroom poster contractor Admedia has signed up Procter & Gamble for an unusual branding campaign in baby changing rooms across the UK.

Washroom poster contractor Admedia has signed up Procter & Gamble

for an unusual branding campaign in baby changing rooms across the

UK.



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

January.



Saatchi & Saatchi planned the Care Mats campaign while Starcom bought

the Admedia sites.



Admedia owns and operates over 10,000 EyeSite Washroom poster

panels.



Other clients to use the medium include Dove, which advertised its

deodorant on the inside of cubicle doors and on hand dryers last month.



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