The result was the innovative 'Sleep Like a Baby' concept: an engaging, interactive brand experience, designed to shed light on the vital importance of sleep to a baby's successful development. 'The Pampers Sleeper', a colourful 16-metre walk-through toy train, toured the Trafford Centre, Bluewater, Cribbs Causeway, Festival Place, Meadowhall, the Bullring and the Gyle in March and April 2006.

During the 10-minute journey, visitors were amazed to learn about the chaos of a baby's developing mind while it sleeps, felt the confusion of trying to work out 'what sounds go with what' during a visit to the park, attempted to build a tower of unstackable bricks and saw themselves grow with the aid of special mirrors. The final carriage had a product focus, with brand advisers on hand to provide various charts, packs, money-off vouchers and a free sleep guide, all linking the experience firmly to Pampers but refeshingly free of the hard sell.

BEcause's Joss Davidge said: "We believe it's a fabulous example of how to make a moment of connection with consumers that can blossom into a lifelong relationship."

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