Contours Campaign from FCB Chicago Wins Super REGGIE Award

April 20, 2017


CHICAGO (April 20, 2017) — The Baby Stroller Test-Ride campaign from Contours, created by FCB Chicago, has taken home the top prize — the Super REGGIE — in the 2017 REGGIE Awards competition.

The award was presented at the REGGIE Awards Gala dinner held on the opening night of the ANA Brand Activation Conference at the Westin Chicago River North hotel. A total of 70 awards were presented to top agencies and brands for the best brand activation marketing campaigns of 2016 across more than 20 separate categories.

The event culminated with the Super REGGIE announcement, honoring Contours and FCB Chicago for the best campaign of 2016 chosen from the Gold category winners.

In the campaign, Contours let parents experience first-hand what their baby experiences when riding in a Contours baby stroller by creating an adult-sized replica of the Bliss, one of the company’s best-selling baby strollers, and invited shoppers to try it via the Baby Stroller Test-Ride.  The unique, in-store product demonstration helped parents make a more informed decision, by proving the safety, comfort and ergonomics of the Contours Bliss Stroller.

Categories in the competition ranged from global execution to national and local campaigns with different budget levels down to specific discipline options. Disciplines included experiential, digital/social media, sponsorship, and cause marketing, plus two categories for retail- and shopper-focused campaigns.

“We congratulate all the winners and our thanks go out to everyone who participated in the competition,” said ANA CEO Bob Liodice.  “The REGGIE Awards have existed for almost 35 years and each year the competition gets tougher, so the winners should be particularly proud of their achievement.”

The award name, REGGIE, was originally chosen because it symbolizes results by “making the cash register ring” with consumers. The Super REGGIE recognizes the highest level of achievement and is awarded to the “best in class” from the Gold category winners.

Over 200 judges, industry experts at director/VP level or higher, scored each entry based on the following criteria:

  • Is the strategy in line with the insights and goals?
  • What is the level of concept originality?
  • How well were the materials integrated and activation executed? (Specific to the category)
  • How strong were the results, and did they achieve business objectives? (volume/share/profit)
  • How well did the activation build the brand and align with the overall brand?

 A full list of all of this year’s REGGIE winners is attached.

he ANA (Association of National Advertisers) makes a difference for individuals, brands, and our marketing community by advancing the interests of marketers and promoting and protecting the well-being of the marketing industry. Founded in 1910, the ANA provides leadership that advances marketing excellence and shapes the future of the industry. The ANA’s membership includes more than 1,000 companies with 15,000 brands that collectively spend or support more than $250 billion in marketing and advertising annually. The membership is comprised of more than 700 client-side marketers and nearly 300 Associate Members, which include leading agencies, law firms, suppliers, consultants, and vendors. Further enriching the ecosystem is the work of the nonprofit Advertising Educational Foundation (AEF), an ANA subsidiary. The AEF’s mission is to enhance the understanding of advertising and marketing within the academic and marketing communities.

John Wolfe
Director of Communications
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