Calpol first in Baby Change

Calpol, the manufacturer of childrens medicine, has identified Admedia's Baby Change network in shopping centres and motorway services as a unique way to reach mothers of babies and toddlers during the winter period.

Baby Change provides a powerful one to one communication vehicle in a captive environment - providing visibility and readability where it counts.

Philip Vecht, CEO of Admedia, says: "Admedia's baby change network provides a highly targeted way to reach this very specific audience. Advertisers benefit from zero competition and coverage close to the point of sale - something that press or television cannot offer.."

Admedia launches 'Baby 'Change'

Admedia 'Baby Change' provides exclusive 1-on-1 communication time with parents and their babies & toddlers.

Offering the highest level of targeting, our eye-level displays give your message maximum visibility and readability where it counts, - in the most relevant environment and close to the UK's top mother & baby related stores.

From standard A3-display campaigns to Baby Change facility sponsorship, our proven media solutions provide a highly effective, 100% relevant and fully national campaign for your baby-related product.

Baby Change campaigns are:

• at or close to the point of sale (supermarkets, pharmacies, clothing retailers, health stores, Mothercare, Mamas & Papas, etc.


• Unrivalled impact on parents


• Exclusivity - no ad competition


• 100% parent audience targeted


• Intimate communication in a captive environment


• 5 minutes average dwell time in baby change facility


• Accountability - Direct Response tear-offs for offers, information, education, web addresses, etc.

Cow & Gate Frutapura baby food

Cow & Gate’s recent baby change campaign in shopping centres proved the value of destination targeting with:

• a massive 89% of mothers stating they’d recently seen the poster*
• rising to 97% when prompted with a copy of the ad.*
  *source: MBA independent research

Admedia’s baby change campaign represents one of the most highly effective media options for baby-related products - with 100% relevance and zero media wastage. We offer full baby-change branding including

• personalised washroom displays
• changing baby-mats
• mirror stickers
• door stickers
  

Admedia's baby change panels across 320 venues deliver 4.7 "parent" impacts per 4 weeks in Shopping Centres and Motorway Service Stations.

For more information on the Baby Change buying route contact the Admedia team on 020 7580 3633.