skills/campaign-canon/references/legendary-campaigns/cards/contours-baby-stroller-test-ride-2023.md

---
id: contours-baby-stroller-test-ride-2023
title: "Baby Stroller Test-Ride"
brand: Contours
agency: FCB
year: 2023
country: US
region: north_america
industry: cpg
pattern: [P09, P13]
category: experiential
idea_type: non_advertising
involvement: participation
channel: physical
duration: campaign
goal: [trial, awareness, engagement]
budget: medium
emotion: [ironic_sincerity, wry_affection]
emotion_tier: 3
insight_domain: fear
media_epoch: social
awards: [unknown]
quality_score: 7
scalability: regional
risk: edgy
confidence: medium
quality: stub_enriched
source_url: https://www.fcb.com/our-work/the-baby-stroller-test-ride-by-contours
---

# Baby Stroller Test-Ride (Contours · 2023)

## Insight

Parents buy strollers based on specs and reviews — but they never experience what it actually feels like to be the baby inside. The most important user's perspective is the one never consulted.

## Mechanic

Contours built full-size baby strollers that adults could ride in — and let expectant parents test-ride them to experience stroller quality from the baby's perspective. The role-reversal made product quality tangible in a completely novel way.

## Why it worked

Truth telling meets user as co-author: the insight (the baby's experience is the purchase decision's actual subject) was revealed through participation rather than stated. Adults in baby strollers was inherently shareable and press-worthy.

## Steal

Find the primary user of your product who is not the purchaser. Design an experience that makes the purchaser take that user's perspective. The perspective-shift becomes the product demo.

## Related
- Pattern: [[../MOC-pattern.md#p09]]
- Sibling: [[red-bull-stratos-2012.md|Stratos]]
- Sibling: [[snickers-hungerithm-2016.md|Hungerithm]]
- Emotion match: [[absolut-absolut-campaign-1981.md|Absolut _____]]

---

*Author: Serge Shima ([t.me/aimastersme](https://t.me/aimastersme) · [sergeshima.com](https://sergeshima.com) · [aimasters.me](https://aimasters.me)) · License: CC BY 4.0 — attribution required · Source: [smixs/creative-director-skill](https://github.com/smixs/creative-director-skill)*