Huggies: Pull-Ups 'Potty Time' Game

Huggies Pull-Ups and kids TV channel, Nickelodeon, partnered to create a campaign aimed at Mum's and their kids who are toilet-training. They wanted an iPhone game as a key campaign piece.

Intelligence

Huggies Pull-Ups target Mums with advice and information on how to help their children through the sometimes-fraught period of toilet-training. Nickelodeon's media team, Ignite Media Brands, proposed an online, on-air and on-mobile integrated campaign that would reach Mum's and their kids with the Pull-Ups message. They wanted an iPhone game that Mums could play with their kids and integrated some of the key messages about how to tackle toilet-training, including using Huggies Pull-Ups.

Technology

iPhone App 

Creativity

'Potty Time' is a multi-level maze game that requires the kids to move a Nickelodeon character through a maze to make it to the toilet at the end. On the way, the kids have to pick up Pull-Ups for bonuses. The faster they made it through the maze to the loo, the more points they get. Each level progressively gets harder with more difficult mazes to navigate. Designed for very young kids to play with their Mums, it provides positive reinforcement about using the toilet, the opportunities for Mums to talk about it with the the kids. 

Install Huggies 'Potty Time' from iTunes.