Contrex is a mineral water brand from Nestle and is available in France, Czech Republic, Switzerland, and Germany. The brand differentiates itself by targeting weight-conscious consumers and targets them too, specifically. To accentuate that positioning, the brand created 1/4
2/4 an outdoor activation (that was later turned into a TV ad too) back in October 2011. The activation was by the French agency Marcel and was conducted in Paris. Instead of simply handing over bottles of Contrex to the people passing by, Marcel placed 10 pink-colored exercise
3/4 bikes in the middle of a busy outdoor area. The bikes get the attention of people walking by and one of them tentatively tries it out. She finds out that when she bikes, *something happens* that gets the attention of many other women nearby. More people/women join on the
4/4 other bikes and when they start biking together, something happens that makes them continue together, with unstoppable glee :) The 'climax' has an appropriate message that links to Contrex's positioning! Watch the film to know *what* happens when they bike together. :)
• • •
Missing some Tweet in this thread? You can try to
force a refresh
