The Next Best Place, After Your Arms
MAXI-COSI invented the very first baby car seat in Europe, brought over 50 million babies home from the hospital, it is the #1 selling baby car seat worldwide. Maxi-Cosi is the generic for baby car seats in Northern Europe Invented the first travel system “Maxi-Taxi”.
The campaign ”THE NEXT BEST PLACE, AFTER YOUR ARMS” was created to communicate that the comfort of the stroller is of paramount importance to the baby’s future development. The “Wheely”, as the most comfortable stroller on the market for both baby and parent, is a ’new standard of comfort”, the next best place that comes after the parents’ arms.
During our research, we found that competitors communicate their products from either a pragmatic or sophisticated angle. The competitors also have a different product communication style – they were either usage or story-centric. We explored several communication territories, keeping in mind that achieving leadership in comfort is a key goal.
Based on the core brand attributes and positioning, we created a communication strategy, story line and campaign idea.The stroller we choose can’t just be any stroller – it has to be one worthy of the love we have for baby. Which is why Maxi-Cosi has created the Wheely – a haven that just might be compared to the warmth of your embrace.
This emotionally resonant concept allows also the consumers to understand the key product feature in a straightforward way.
The World’s Leading Pediatricians
Maxi-Cosi Wheely, created, hand-in-hand, with some of the world’s leading pediatricians.”
Our communication approach took a rather different angle comparing to the major competitors in the markets. We depict Wheely a stroller that is as comfortable as parents’ arms, which is the image that adheres to Maxi-Cosi’s brand heritage and purpose.
The concept of “Arms First” is what differentiates us from the competitors. Although Wheely is considered one of the most comfortable stroller for babies, we do not label it as a replacement of parents.