Some international campaigns succeed in creating momentously historic landmarks in the global advertising playfield. 4Ps B&M brings to you a review of one such stellar campaign that was active during the fortnight ending November 17, 2011
Couldn’t get better!
Advertiser: Contrex (Nestlé)
Ad Title: Contrexperience
Category: Ambient
4Ps TAKE: Given our record of analysing and closely monitoring dozens of benchmark ambient campaigns fortnight after fortnight, we have no qualms in admitting that we haven’t come across a single ambient campaign, which can be compared to this one. In fact, we might not see something better than this for a long time (or maybe not, considering the ability of world class creative minds to continue to surprise and enthrall). So here we go with what the act looks like. Contrex is a French brand of mineral water owned by Nestlé Waters since 1992. The water has high calcium content. The company claims that the properties of this water speed up metabolism, hence burning calories. This helps people consuming it lose weight. The brief given to Marcel (the advertising agency) was clear – by the time the campaign folds, everyone who has witnessed and/or participated must perceive Contrex to be a brand, which facilitates a healthy lifestyle. In summary, the creative guys had to keep it simple & impactful. This was more challenging as the process of simplifying consumer experience is rather complicated. The creative guys booked a crowded locality and developed an interactive 3D projection using cycles and a neon male stripper! 10 cycles were placed in front of a building along with bottles of Contrex mineral water. Soon, a crowd gathered and volunteers started cycling, To everyone’s surprise, the movement of the pedals powered a 3D projection in the form of a male stripper. The harder people cycled, the more the projection danced and stripped, revealing a well toned body. In the end, the stripper came out with a display board, which declared that the cyclists have lost 2000 calories. The punchline goes, “Slimming doesn’t have to be boring.” Well, those of us who have been trying as hard as possible to lose that flab will quite well agree. It’s just amazing to see how the event unfolded. And we insist, please log on to YouTube and watch the video – it’s a rare delight for advertising aficionados.
Couldn’t get better!
Advertiser: Contrex (Nestlé)
Ad Title: Contrexperience
Category: Ambient
4Ps TAKE: Given our record of analysing and closely monitoring dozens of benchmark ambient campaigns fortnight after fortnight, we have no qualms in admitting that we haven’t come across a single ambient campaign, which can be compared to this one. In fact, we might not see something better than this for a long time (or maybe not, considering the ability of world class creative minds to continue to surprise and enthrall). So here we go with what the act looks like. Contrex is a French brand of mineral water owned by Nestlé Waters since 1992. The water has high calcium content. The company claims that the properties of this water speed up metabolism, hence burning calories. This helps people consuming it lose weight. The brief given to Marcel (the advertising agency) was clear – by the time the campaign folds, everyone who has witnessed and/or participated must perceive Contrex to be a brand, which facilitates a healthy lifestyle. In summary, the creative guys had to keep it simple & impactful. This was more challenging as the process of simplifying consumer experience is rather complicated. The creative guys booked a crowded locality and developed an interactive 3D projection using cycles and a neon male stripper! 10 cycles were placed in front of a building along with bottles of Contrex mineral water. Soon, a crowd gathered and volunteers started cycling, To everyone’s surprise, the movement of the pedals powered a 3D projection in the form of a male stripper. The harder people cycled, the more the projection danced and stripped, revealing a well toned body. In the end, the stripper came out with a display board, which declared that the cyclists have lost 2000 calories. The punchline goes, “Slimming doesn’t have to be boring.” Well, those of us who have been trying as hard as possible to lose that flab will quite well agree. It’s just amazing to see how the event unfolded. And we insist, please log on to YouTube and watch the video – it’s a rare delight for advertising aficionados.
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Source : IIPM Editorial, 2011.
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
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