Mobilizing Urban Parents Around the

WorldMarieke Koningen | Market Intelligence Manager Dorel Juvenile

Hi! I’m MariekeMarket Intelligence ManagerDorel Juvenile

and these are my kids

The story of the

longboardstroller1/Challenge2/Approach3/Insights4/Impact

Urbanizationis a trend we can’t beat

On a quest for

universal insights

Immerse into the worldof the Urban ParentInspire entire Quinny teamUnderstand daily challengesContext: mobility

Online Research Community

120 urban parents 7 cities 3 weeks 2900 posts

New York

London Berlin

Sao PauloKuala Lumpur

Tokyo

Seoul

Challenge #1Languages

Global generation AttitudeSkills

Challenge #2Context

Engagement +65% 2x more visual feedbackHigher relevance

Challenge #3Engagement

Thanks, Quinny... Now I can show off the buggy to my other moms out there and make them jealous because this buggy is not available in Malaysia and I OWN it...Yeay!

By Asyikin, Kuala Lumpur

Hi! We’re part of theQuinny team

In-sight |’in.sit|

From data to universal insights

My love for my city is so big that I’m ready to take

up every challenge accompanied with this lifestyle

#1

The City for Life ParentEven with the problems that happen in this huge city, we love to live here. It has so many great restaurants, lots of theatres, shopping malls, parks, the cultural life is very nice here. SP is also the financial capital of the country so lots of business happen here. Changing experience with people around the world will help me and my family to deal with bad stuff that SP has, making our life more enjoyable.

Clarissa

Besides experiencing the dynamics of city life, I want

my children to go ‘back to basic’ and not forget about

the authentic things in life such as nature

#2

2. Going back to basic

My daughter loves being outside, so much so that if she wants to go play

outside, she will get her shoes and have me put them on and the get my shoes and

try to put them on for me. So whether she is just sitting in the grass exploring or getting to run around on a playground

she just loves being outside.

Starlitsky

The city can be quite

impersonal and I don’t want my children to grow up thinking there are no

people who care about them”

#3

3. The Modern FamilyMy parents encouraged me to leave the kids at home with them as they love kids and would be more than happy to look after them. It is important in our family that we see the children grow up and they do not spend hours being looked after in a daycare center or a babysitter. We love to keep the ties with the children tight in the family.

Sontschi

Our families don’t live in Berlin. We Skype regularly with them. My 15month old daughter starts to realize, that her grandparents talk to her through the iPhone or tablet and she loves it. She waves her hand to them and talks something in her baby language.

Supersavvy

Although we live in such a big and sometimes

anonymous city, I really

want my children to feel safe and at home in our

own neighborhood

#4

4. Getting aroundRoutine trips are to the store, up

into town to meet friends, to baby groups and group activities. If we’re staying local, we use the

stroller because Iz LOVES to face out and stare at people as we pass,

nosy little biddy.*lol*.

We have regular play groups in our area, they’re very important for her

socialization and for my sanity! Some of them have music and

singing, all of them have friends for her to play with, and we love them.

Bigmamabrown

And…Action!

Connecting Dorel

With Urban Parents

Engage | Inspire | Act

Creating positive disruption

Urban parents have many reasons for loving the city life, but what reason do parents mention most often when talking about why they like the city?

A. Good schoolingB. Wide offer of activitiesC. Many opportunities

Impact:Repositioning the brand

ME

SK

ILL

SL

OO

KS

WE

From looks to skills, from me to we

New social currency

New productinnovations

Prioritize product ideasGuide internal discussions

The story of the

longboardstroller

Partner Studio Peter van RietViral campaignOVAM Eco Award PRO 2012

Thank you! Questions?