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Chicco KeyFit Infant Car Seat

Brand Marketing

OVERVIEW

In spring 2006, Chicco, USA, a juvenile products and toy company, tasked Cone to promote its hero juvenile product, the KeyFit Infant Car Seat. Cone focused outreach in key retail markets, conducted a national broadcast road tour and leveraged a car seat safety expert to serve as spokesperson for the successful campaign.

PROGRAM ELEMENTS

To heighten awareness of the Chicco KeyFit Infant Car Seat, Cone secured broadcast segments in key retail markets and selected Julie Robbins, an expert with more than 20 years experience in the area of child passenger safety, as a spokesperson. Cone also developed CarSeatTips.com to provide local-area car seat check information. Working with Babies ‘R Us, the campaign also offered customers the opportunity to meet with passenger safety experts during events held in Boston and San Diego.

RESULTS

Media outreach resulted in:

  • 1.6MM media impressions
    • 100% of publicity was positive and 86% mentioned Chicco
  • Major broadcast segments included Fox News, NBC, CBS and Eyewitness News
  • Print coverage included The San Diego Tribune, which featured a calendar listing announcing the car seat safety check