Egg Baby/iwanttobeababy.com: Toilet paper

We placed rolls of custom printed toilet paper in hotels, restaurants and
department store's public bathrooms, luring young parents into the micro
site and eventually into egg baby's main website.

Advertising Agency: Marta Ibarrondo, Italy
Art director: Marta Ibarrondo
Copywriter: Bob Havlena

21 comments

wildbore's picture
wildbore
749 pencils

good idea!

dreadboy's picture
dreadboy
413 pencils

ahahha! Best btl seen lately

Portfolio * Myspace * Facebook
i can't even spell my name without 'ad'

Hiperion's picture
Hiperion
3138 pencils

terrible..

Adaddicted's picture
Adaddicted
3435 pencils

do they speak english in toilets?!

withalltherespects

royschellekens's picture
royschellekens
390 pencils

What language do they speak in what!? :-)

http://twitter.com/royschellekens

Hate advertising? Make better ads.

Adaddicted's picture
Adaddicted
3435 pencils

A prefrontal cortex massage or a new thinking cap will do to get it ; -))

look at what xcreativity said...

withalltherespects

Marta Ibarrondo's picture
Marta Ibarrondo
55 pencils

There was a typo. I'm based in NYC, not Italy. So hopefully people will get it here.

Adaddicted's picture
Adaddicted
3435 pencils

It was intentional!
By this media they are communicating with the person (may be in an emergency) who consider English as a strange language (enough reference available on AotW),
might not pay enough attention to read what's written on a toilet paper. That's all your honor!!!

http://www.youtube.com/watch?v=kQkhqu7GanM

withalltherespects

xcreativity's picture
xcreativity
2374 pencils

i would replace the copy by a photo.. in italy i dont believe many people will actually understand what's written in english

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Marta Ibarrondo's picture
Marta Ibarrondo
55 pencils

xcreativity, you are right, however there was a typo. I'm based in NYC and the toilet papers where placed in NYC'S public bathrooms.

atb2005's picture
atb2005
13567 pencils

So this "stunt" tells you to go to a website where adults - with a little too much time on their hands - are acting like babies? And then once on that site you are told to check out some really "cute" "environmentally friendly" baby clothing at yet another site, Egg Baby. I just don't see why adults should be involved, creatively, into all this. After all, we are talking about baby clothing.

The use of bath tissue is indeed a great non traditional way to advertise (done before). It may seem silly to many, but it does make sense (think about it). Things I would have done differently: change copy to "It's nice to be a baby because someone else would have to wipe your butt" (maybe not every adult wants to be a baby, which is implied in the original copy), skip the I want to be a baby microsite and send people straight to Egg Baby, the web shop.

In lieu of the "adults acting like babies" campaign, I would have created a campaign celebrating adults as good parents. It wasn't going to be funny, but still. The idea here is that a good parent would want their babies to look their best in cute eco-friendly clothes :-)

Marta Ibarrondo's picture
Marta Ibarrondo
55 pencils

Guys, I'm not in Italy! (i wish....) that was a typo!!!! I'm in NYC so English is not a problem....

viaofr's picture
viaofr
19 pencils

This is cool. Does it exist in French?

Wordnerd's picture
Wordnerd
6660 pencils

nice idea and website and all... But: for me, there is a big problem with that concept.
In the end, you want to to sell clothes for children. but this whole campaign celebrates being a child. and there is a big difference between wanting to be baby and being parents.

i'm afraid this campaign is seriously off target

sirvan's picture
sirvan
29870 pencils

My problem as well. Agree 1000%.

+++

"I love some things, and don't love some other things."

michelangelo's picture
michelangelo
660 pencils

italians... americans... all butts are the same

Marta Ibarrondo's picture
Marta Ibarrondo
55 pencils

Wordnerd/Sirvan:

The good news is: not only this campaign has generated being mentioned in more than 400 blogs worldwide, 320,000 youtube hits, over 70,000 visits to the micro site with 22.5% bounce rate to Egg Baby's website, but sales have increased dramatically.

So although I see your point, sometimes it pays to do things differently and to engage the consumer through a soft but insightful sell.

Wordnerd's picture
Wordnerd
6660 pencils

I know how seeding works. but actually you have lost 70%-80% users with every step. so according to your numbers in the end there are 12 clips leading to 15 000 visits on Egg Baby?
not convinced, sorry.

but don't get me wrong. overall i rather like this work. i'm just sure that you could have reached less freaks and more people interested in childrens clothes with a different message.

sloppy4's picture
sloppy4
1494 pencils

still not as cool as the sadam hussein or george bush toilet paper.

Carlos Garcia's picture
Carlos Garcia
847 pencils

i don't like when people mess with my toilet paper!

CG

everartz's picture
everartz
7611 pencils

isnt the ink harmful for the ass? besides i find little hard to understand what this promotion is all about.. who wants to be a baby and why?

| Everartz |

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