More and more brands are finding interesting and compelling ways to interact with their target audiences in this interactive world. Nestle’s Contrex bottled mineral water knew that if they wanted to more effectively reach their audience, they’d have to come up with something nobody has ever seen before.
What appeared to be a row of random pink exercise bikes in Paris turned out to be the heart of Contrex’s viral ‘My Contrexperience’ digital campaign created by the Paris-based agency, Marcel. As you can see from the video link below, intrigued women approached the bikes and began pedaling and their movement came to life to be reqarded with a sexy exhibition as well as Contrex water conveniently located next to every exercise bike.
The bottled water market today is filled with boring clichés that people no longer get excited about. Contrex’s interactive campaign targeted women with a common message: if you want to lose weight, exercise rigorously, then cool down with Contrex water. They were able to take an ordinary message and turn it into a unique, extraordinary concept.
The days of just merely seeing an ad on television or in print are over. Consumers are now expecting to be entertained, as much as interacted with, in an engaging manner. Newspapers are even moving to the digital space to better interact with their audiences and give their consumers an opportunity to better connect with the traditional media.
No brand is going to survive if they don’t step away from play-it-safe techniques and start moving towards original, creative consumer interaction. The execution and delivery proved to be a success and the video went viral.