Aptamil for Pregnant women Contest Ended

Engage and empower pregnant women with an essential app from Aptamil!

Start December 18, 2013 End January 15, 2014 23:59 UTC Deliberation Results March 2014
December 18, 2013
January 15, 2014 23:59 UTC
March 2014


Pregnancy is an important moment in a woman’s life. Expecting women are eager to understand pregnancy, to discover the fetus’ life, to find answers to their questions, prepare for the birth and anticipate what life with their babies will be like. Unsurprisingly, there are a number of online services, apps, sources of advices and information that cater to pregnant women.

Aptamil, also known as Nutrilon in some countries, is a Danone brand with 30 years of experience in using science to engineer the best infant milk that most resembles breast milk. This brand is recommended by experts.

The beginning of a child’s life is a highly important period as it sets the foundations for healthy growth and development. This is why Aptamil would like to go a step further to become an expert in preparing for children’s future health right from the very start, with good nutrition and services.

What services could Aptamil develop to support expecting mothers and prepare for their child(ren)’s future health?

Creative Challenge

Put yourself in a future mother’s shoes and invent an app or online service that Aptamil could develop to support and encourage expecting mothers regarding their children’s future health.

Your ideas should go beyond what already exists, like baby naming apps or pregnancy weight trackers.

There are many aspects of health: the most important is nutrition but others play an essential role too. For instance, bringing families together during unforgettable moments, protecting children and stimulating them is also part of future health.

We would like to see inventive ideas that combine several of these aspects. Have in mind that the goal is to accompany expecting mothers during 9 months and be a sort of friendly coach to them. The brand image is: progressive, scientific, serene, empowering and supportive. Therefore, your idea needs to be serious enough for women to believe your app is a safe and credible source of information.

We are looking for original ideas so creative execution is not key here.

Your idea should work both on computers and mobiles (if it is a website, consider that it has to be readable on a mobile’s small screen too).

At some stage in your entry (or in the media description) you must answer these two questions:

  • Why will your app make pregnant women want to download it, register and use it?
  • What is new and unique about this app that no other brand than Aptamil could have done?


These examples are only provided to illustrate our expectations. Please do not use them in your submission as it will be rejected.

An example of a good app could be one that provides pregnant women with different types of news every day. For instance, one day she would get information about how umbilical cords work. The next she would get practical “how to” information with motivating parenting videos. The app could also put her in contact with other future mothers, via a community and forum.


Jury's Prize

  • #1 Prize €3,000
  • #2 Prize €1,500
  • #3 Prize €500


Presentations with pictures or illustrations and text. (PDF only)

Winning Criteria

We will only accept entries that offer original ideas for apps and platforms. If there are already dozens of apps similar to what you suggested in application stores, then it is not likely to be considered original. The jury will award the most powerful ideas, those that will amaze mums, will make them want to register and stay in contact with Aptamil. The best entries will also be those most talked about.


Guidelines for this contest

  • Your idea should be in line with Aptamil’s brand personality, which is: progressive, scientific, serene, empowering and supportive.
  • The women for whom this app is designed are well-educated and modern. They want information to be clear, well organized and of course reliable.
  • They do their best for their baby and want to feel in control.
  • Your idea can be an app for smartphones or a website accessible on smartphones.
  • Your idea should create a trusting relationship between pregnant women and Aptamil.
  • Do not spend too much time thinking about a name for the app. That is not the main assignment.
  • Please answer the two mandatory questions if you wish your entry to be accepted.
  • Look through existing apps and think of different things. Or much better things.
  • Your entry has to be in English.

eYeka standard guidelines

  • Do not show any personal details in the entry (name, contact number, e-mail address, etc.).
  • Keep the source files / working files of your entry until the winners have been announced as they may be needed.
  • Your participation must comply with the rules you accepted when you joined the contest.
  • Your entry has to be your own work to be considered into the contest. If you have included protected elements (music, photographs, designs, fonts, etc.), make sure to fill in the Legal Information section when you upload. You may be asked to provide the authorizations and licenses to use such elements.
  • You must be able to provide the written authorizations from each of the authors and actors who have contributed to the entry.
  • Do not depict sexual, violent, religious, political content or any illicit content as per the rules.
  • Any entry that fails to comply with these rules will not be considered for the contest.