P&G believe that every child have a superhero within, which is supported and nurtured by “MOTHERS”. During the olympics, an onground activation event was created, to engage with kids in retail stores at P&G digital stands. The digital activation stands were designed and developed with ipads and printers installed within, so the kids can create and print greeting cards for their moms with different messages. An app was developed to let kids design their customized greeting card for their moms, as well as the app was also linked to P&G’s online data base, for the management to witness every entry live, as it happens.
The “Thank You Mom” campaign turned out to be very successful and more than 3,000 cards were designed and printed by the kids. Furthermore, this was P&G’s first ever digital activation campaign in Saudi Arabia and the engagement level witnessed was splendid. Hence, the campaign proved that digital activations are more engaging than the traditional on ground activation campaigns and became a benchmark for digital activations.