Title	PARENTING COUTURE
Brand	DOREL
Product/Service	QUINNY
Category	E01. Launch / Re-launch
Entrant	SUPERHEROES AMSTERDAM Amsterdam, THE NETHERLANDS
Idea Creation	SUPERHEROES AMSTERDAM Amsterdam, THE NETHERLANDS

Name	Company	Position
Niek Eijsbouts	SuperHeroes Amsterdam	Creative Director
Fede Botella Padilla	SuperHeroes Amsterdam	Copywriter
Diego Lauton de Oliveira	SuperHeroes Amsterdam	Art Director
Daniel Vargas Gomez	SuperHeroes Amsterdam	Senior Digital Strategist
Marieke Fit	SuperHeroes Amsterdam	Account Director
Django Weisz Blanchetta	SuperHeroes Amsterdam	Managing Director
Jennifer Harris	SuperHeroes Amsterdam	Account Manager
Nina Rosenthal	Quinny	Marketing Director EMEA, Global Brand Director Maxi-Cosi & Quinny
Chloe Flynn	Quinny	Global Brand Team Manager
Carmen Mira Medina	Quinny	Global Digital Content Specialist
Severien Jansen	SuperHeroes Amsterdam	Agency Producer
Luciano Jardim	SuperHeroes Amsterdam	Head of Design
Nando Pawirodikromo	SuperHeroes Amsterdam	Lead Designer
Huy Nguyen	SuperHeroes Amsterdam	Motion Graphic Designer
Jeroen Baars	SuperHeroes Amsterdam	Videographer, Editor
Marlou Breuls	Marlou Breuls Studio	Fashion Designer
Annelijn Hartevelt	Marlou Breuls Studio	Fashion Designer
Naomi Hille	Skua Studio	Shoe Designer
Anousjka Roben	Skua Studio	Shoe Designer
Simone Schampers	Simone Schampers	Jewelry Designer
Jesse Marks	Pixel Farm Inc.	Mix / Audio Engineer

Why is this work relevant for Brand Experience & Activation?

With Parenting Couture, Quinny was able to strongly position itself as a young, edgy and outspoken stroller brand with a unique experience. By launching its new range of strollers with an unexpected catwalk show at Milan Fashion Week, Quinny was able to leverage its new brand position with retailers in a competitive market. At the same time, the brand experience made use influencers to make consumers part of the excitement of the re-launch event through engaging content.

background

Quinny is a stroller brand sold in over 20 countries that had been losing ground to competitors who were faring better in appealing to urban millennial parents. With a range of 3 new strollers to be launched, Quinny wanted to reposition itself as a young, edgy and outspoken brand for young parents in urban areas. Given the importance that brick and mortar retailers have in the category, the brand knew it was essential to strengthen current retail partnerships and to develop new ones if its new line of products were to be a success. The task was to use this brand experience to raise product and brand awareness among retailers worldwide and to make Quinny part of their line-up of stroller brands again, with the new range of Nxt Gen strollers.

Describe the creative idea (20% of vote)

Quinny wants to be a young, edgy, outspoken and fashionable stroller brand for young parents in urban areas. But let’s face it: parenting is not always the most glamorous way of living. Yet, to appeal to a young millennial audience, who would rather discuss fashion than diapers, Quinny switched up the story and hacked Milan Fashion Week with a catwalk show for strollers. We partnered up with Dutch fashion designer Marlou Breuls to design a capsule collection of 5 couture pieces that are based on a parenting insight, to get them through their new life with kids in a stylish way that still feels authentic. We called it: Quinny Parenting Couture.

Describe the strategy (20% of vote)

Our approach was to strongly position Quinny for retail partners as an aspirational brand preferred by millennial parents, while at the same time reaching those same parents through the output of our relaunch campaign. By launching their new range of strollers with an unexpected catwalk show at Milan Fashion Week, which uniquely focused on new parents, Quinny was able to present its rebranding efforts of being a progressive stroller brand to retailers in a tangible and unforgettable manner. It was able to position its brand as the strongest challenger with urban millennial parents. This allowed it to win an avalanche of new partnerships with retailers across Europe.

Describe the execution (30% of vote)

Each of the couture pieces was designed based on parental insight. Something practical that would make your life with kids a little less bumpy while looking fashionable at the same time. The five pieces were launched at an exclusive catwalk show in Milan during Milan Fashion Week. The day before the event, we let Instagram influencers share close-ups of the collection and teasers of the event. On the day itself, we took one of the models in her outfit and with a Quinny stroller to the Milan city centre to get the crowd talking, again to be shared in social channels. At night time we introduced the new line-up of NxtGen strollers presented by the models in their Parenting Couture outfit, during the invite-only catwalk show. Amongst the audience we had influencers live-streaming the event and a wrap video and press-release were launched the day after.

List the results (30% of vote)

Quinny partnered with 30 European influencers, who created over 300 pieces of content, generating more than 13K engagements and an organic reach of almost 6 million people, totalling more than 7,5 million impressions across Instagram and Facebook. The event also generated substantial PR value, through more than 20 media outlets across Europe and Asia, yielding over 30K euro in the Netherlands alone and projected to reach 150K euro across Europe and the US. Additionally, Quinny’s already seen a 50% average increase in market share across key European markets (Germany, UK, France, NL, PL). When it comes to sales, the product sales of Quinny LDN stroller are 30% higher in the first two months than any previous Quinny stroller. Quinny also has new partnerships with over 30 retailers across Europe, with more than 120 individual stores.