CHICAGO: Contours, the baby gear manufacturer, claimed the top "Super REGGIE" honour at the 2017 REGGIE Awards for the "Baby Stroller Test-Ride" campaign developed with agency FCB Chicago.

Organised by the Association of National Advertisers (ANA), the REGGIEs seek to recognise the "best marketing campaigns activated by brands and agencies" each year.

Contours took the grand prize for an effort based around a fundamental flaw in how people buy strollers: namely, that babies can't explain their preferences, but adults can't experience what riding in a stroller feels like.

In response, through a partnership with manufacturer Kolcraft, the "Baby Stroller Test-Ride" built a version of Contours' Bliss stroller which adults could fit inside and be pushed around in.

Alongside allowing for the creation of light-hearted, enjoyable content, this offering has featured in numerous in-store demonstrations and other live events held by Contours.

Overall, REGGIE Awards were handed out in 23 categories covering global executions, national and local campaigns with different budgets, as well as specific disciplines like experiential, digital/social media and shopper-focused efforts.

More than 200 judges – all with positions of Director/VP level or above – ranked entries on five criteria, including whether the strategy matched the insights and goals, concept originality, integration, execution and the outcomes achieved.

The first REGGIE Awards were held in 1983. The name was selected, according to the ANA, to reflect how brands delivered results by "making the cash register ring" with shoppers.

Data sourced from Association of National Advertisers; additional content by WARC staff