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Babies compete in online game show to win parents prizes in campaign for Comfort

An online game show in which babies compete to win their parents either a soft toy or an expensive gift was the idea behind a campaign for Unilever’s Comfort detergent brand in Asia.

A case study video, uploaded to Ogilvy Asia’s YouTube channel yesterday, found that 86 per cent of babies prefer soft objects to goods coveted by their parents such as motorbikes, shoes or necklaces.

The game show involved 64 contestants and 32 episodes across three Asian countries. It generated 160,000 live views and 100,000 social media actions, according to the agency.

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