Pampers at Negenmaandenbeurs 2025
Task & Goals
For Negenmaandenbeurs 2025 at RAI Amsterdam, Pampers aimed to deliver a compact yet high-impact trade fair presence with a clear focus on interaction, consultation and visitor activation. With a reduced booth footprint, the challenge was to create an engaging brand experience without traditional service zones such as diaper changing or nursing areas, while still ensuring strong visitor flow and brand relevance.
The objective was to connect with consumers directly on-site, answer product-related questions, and drive measurable results – from sample distribution to new registrations. In parallel, a dedicated Bol.com promotion was planned to create additional purchase incentives and extend the activation beyond the fair itself.
Idea & Implementation
Pampers implemented a streamlined booth concept that had already proven successful at Babyboom Beurs in Brussels and was adapted for Amsterdam as a front-facing booth format. At the heart of the space was the Elements Counter, serving as the central hub for communication, product presentation and consultation. Hosts actively engaged visitors, while the Pampers team provided expert advice and guidance.
To ensure smooth operations, a structured storage area was integrated behind the counter, including shelving, lockers and a working surface. This allowed the team to manage logistics efficiently, including samples, flyers and Wheel of Fortune prizes.
An Educational Wall with interactive quiz elements and information materials supported the brand’s educational approach in a concise way. The main activation driver, however, was the Wheel of Fortune, designed as a visitor magnet and engagement tool. A voucher-based participation system and clear visitor guidance ensured fair play, strong crowd management and a high level of interaction throughout the day.
Alongside the on-site activation, Pampers launched a Bol.com promotion via QR code, offering discounted products and an additional free gift after purchase verification. This connected the physical booth experience with a digital purchase moment.
In addition, a dedicated qualitative consumer research session took place to gather deeper insights into consumer behaviour, brand perception and product-related needs.
Result
The booth achieved strong engagement and high visitor activation. By combining consultation, interactive elements and a clear gamified mechanic, Pampers successfully created a brand presence that felt approachable, relevant and experience-driven for expecting and young parents.
In total, approximately 14,672 samples were distributed and more than 11,000 new Pampers registrations were generated – delivering clear measurable impact in engagement, reach and community growth.
