Evian’s “Baby Inside” campaign (you can learn more about it here) went to the next level in Chicago from July 19thto August 16th via interactive billboards.
Yes, It’s a billboard. And yes, when you touch it, it sings and dances. And yes, apparently, the people are thrilled about it - and why shouldn’t they be? Even though the “Baby Inside” campaigns are ‘not my cup of tea’, they are absolutely brilliant:
First of all, they’re totally original. Second, their fun, and third – what could warm your product consumers heart more then a cute baby that’s dancing?
Next to the interactive billboards, a QR code on the shelter gave consumers an opportunity to further engage with the campaign through the evian mobile website, where they could watch the full Baby Inside video and download the “LetsBabyDance” iPhone application.
“Evian has always been ahead of trends and unexpected in the way we engage with consumers. Typically, at a bus shelter, you expect to sit and perhaps read the paper or check your cell phone while passing the time,” said Jerome Goure, VP Marketing of Danone Waters of America, Inc. via Popsop. “The idea here was to shake it up a bit and bring something new and exciting to people’s every day commute. After all, evian wants to help people live in the moment and to ‘Live young,’ no matter what the setting.”
Digital campaign, organised by JCDecaux for the brand.