Learning Curve

The First Years Safety Gates Web Videos

Challenge

As infants become mobile babies and then toddlers, parents and caregivers need safety gates in place to protect their children from harm. Given the vast number of safety gates on the market, The Learning Curve's--The First Years division -- a leading designer, producer and marketer of innovative high quality infant, toddler and preschool products - understood the importance of distinguishing its safety gates from others.  The company needed consumers to "see" and "hear" why its safety gates should be given top consideration.

Response

Understanding the busy schedules of parents, (add)ventures and The First Years teamed up to make two of the company's safety gates top-of-mind through Web videos that would allow consumers to learn about the gates' features in the comfort of their homes.  Incorporating a "Spokesperson/Mom" and babies in a home environment, high quality Web videos were created for the Hands-Free Gate - the first security gate on the market that could be opened by stepping on a foot pedal and pushing with a knee - and the Hide-Away Gate - a durable, fully retractable mesh gate.

With a click of the mouse, consumers can watch a "Mom" engage in real-life home scenarios with kids in tote, and gain perspective on the safety features of the gates such as locking mechanisms, height and durability, as well as the practical features of the gates, including ease of use and visual appeal.  Posted on LearningCurve.com, the videos provide a "see it in action," close-up look at the safety gates.