Our client, Boots, approached N2O to create an experience for their Boots Baby brand at The Baby Show at Birmingham NEC. This event was the first time Boots would showcase their Baby category in an arena setting. They would also own the show's catwalk, solely sponsored by Mothercare. The challenge was to create an 'open, immersive, and homely' experience for visitors. We showcased products for expecting parents and couples, aiming for Boots to become their retailer of choice for all their baby needs.
Essential must-haves were to encourage instant sign-ups to The Parenting Club, opportunities for on-the-day purchases using an exclusive 15% off code, space for visitors to receive a mini pamper and continuity between the stand and the Mothercare catwalk.
The Baby Show has been UK's leading pregnancy and baby show for 20 years. Across their three-day events, they achieve 19.5 million consumer touchpoints per show. So it was a massive opportunity for an incredibly engaged and relevant audience to experience Boots Baby.
Our strategy was to create separate 'zones' that simulated all the different areas required to cater for a baby's parents'/carers' needs - showing that Boots Baby did it all and made these hugely important and exciting purchases effortless.
We activated the experience over three days of The Baby Show at Birmingham NEC arena.
Our four-zone experience boasted a nursery, bath-time area, outdoor section, and relaxation living room station, full of products that catered for all parenting and carer needs. In the living room, consumers could put their feet up with a free hand massage - perfect for 72% of pregnant attendees to have a well-deserved treat and rest.
Whilst on the stand, visitors were encouraged to sign up for Boots' Parenting Club. If they did so during the event, they received all the usual benefits and entered an exclusive competition to win a Mothercare bundle worth £550+.
All the products showcased, along with many more, were available to buy on Boots.com. As an added incentive, we offered visitors an exclusive 15% off code and for ease, numerous products and brands shared a QR code, linking them directly to their desired page online.
To link the catwalk and the main experience area, we tagged any product promoted "as seen on the catwalk" with QR during runway shows to direct consumers back to the stand.