Creative Concept
Global Launch Campaign
Digital Marketing Strategy
Content Production
Sales Support and POS Material
Axkid has built its reputation as a global pioneer in child safety, championing rear-facing car seats and driving innovation in the category for decades. Earlier this year, the brand expanded that mission by also innovating in forward-facing safety. A category the industry has neglected for far too long. Parents have been asked to settle for a one-size-fits-all solution. Car seats built for the so-called “average” child. But that child doesn’t exist. Kids grow. And their need for protection grows with them. That truth drove the creation of Axkid Up, the world’s most adjustable forward-facing seat. Our job was to build the launch story and position Axkid Up as the new standard in forward-facing safety.
Every parent looks for safety, innovation, and ease of use in a car seat. But when these words are overused, they lose their meaning. For the global launch of Axkid One 3, we set out to change that. Instead of just telling parents about safety, we wanted them to see it, feel it, and truly understand it. Inspired by how children perceive the world – curious, direct, and often unintentionally brilliant – we stripped away the noise and got straight to the point. The result? A car seat that speaks for itself.
No average child.
No average seat.
Axkid Up is far from a standard forward-facing seat. It adapts to every child between 100 and 150 cm, offering protection as individual as the child sitting in it. With HeightControl™, the child is raised to the correct seating height, allowing them to fully benefit from the car’s built-in safety systems. This innovation sets a new benchmark for safety beyond the standard seat.
Launching Axkid Up meant shining a light on the compromises families had been forced to accept. It meant exposing the flaws of one-size-fits-all design, from seatbelt slack and misalignment to poor airbag compatibility. And it meant challenging an entire industry’s mindset. There were hurdles. A higher price point. A design unlike anything seen before. But safety leaves no room for shortcuts. Forward-facing safety can be done differently. And it can be done better. That conviction became the foundation for a bold campaign concept – One-size fits nobody.
“Working with Start Communication meant having a partner who truly understood our mission. Together, we transformed a technically advanced car seat into a clear and concrete message that parents could connect with. By also making it emotionally engaging, the result became even stronger.”
– Victoria Fredriksson, Communication Manager, Axkid
Interviews
To launch the world's most adjustable car seat we talked to the children about height, and a few other things.
The campaign takes off
A multi-platform campaign designed for maximum impact.
The campaign takes off
One-size fits nobody celebrates children’s individuality. Tall or short. Big or small. All in need of protection that adapts to them. Every asset in the campaign made the case for adjustability impossible to ignore. From films, content, and ads to PR stories and point-of-sale. Kids shared their perspectives on Axkid Up, while experts highlighted the risks of poor fit and showed why adjustability matters.
At every stage, Axkid was positioned as the brand that designs for real children, earning the trust of parents who want protection. The campaign rolled out in Sweden, the UK, Finland, and Germany.
To bring this strategy to life, we launched a digital campaign leveraging the platforms that matter most to parents:
A launch exceeding its objectives
The results
Within a couple of weeks, every campaign objective had been met. Demand was so strong that Axkid had to pause the campaign early just to keep up and scale up production to match interest. Parents embraced the message that adjustability means safety, proving that the industry was ready for change.
The activation successfully boosted both brand awareness and sales in priority markets.
The activation successfully boosted both brand awareness and sales in priority markets.
Within a couple of weeks, every campaign objective had been met. Demand was so strong that Axkid had to pause the campaign early just to keep up and scale up production to match interest. Parents embraced the message that adjustability means safety, proving that the industry was ready for change.
HIGLIGHTS THAT MATTER
59 million targeted impressions across YouTube, Meta and Display – delivered cost-efficiently to the right audience.
95% audience reach. Exceptional adoption that positioned Axkid Up as a category leader.
Product search intent surged by +219%, proving a significant uplift in brand interest.
Conversion-focused campaigns delivered new customers at a cost per purchase as low as 113 SEK.
Demand exceeded forecasts, leading Axkid to pause the campaign early to scale production.
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