Title	CONTREX PARIS CITY GUIDE
Brand	NESTLÉ WATERS FRANCE
Product/Service	CONTREX
Category	C01. FAST MOVING CONSUMER GOODS (INCL. ALCOHOLIC & NON-ALCOHOLIC DRINKS)
Entrant Company	MARCEL Paris, FRANCE
Advertising Agency	MARCEL Paris, FRANCE
Media Agency	ZENITHOPTIMEDIA Paris, FRANCE
Production Company	PRODIGIOUS Paris, FRANCE

Name	Company	Position
Denis Cans	Nestlé Waters France	Ceo
Muriel Koch	Nestlé Waters France	Marketing Director
Marie Cécile Pellé Lancien	Contrex	Still Waters Brand Director
Eric Belin	Contrex	Brand Manager
Anne De Maupeou	Marcel	Chief Creative Officer
Souen Le Van/Antonin Jacquot	Marcel	Concept
Souen Le Van/Hélène Boutanos	Marcel	Art Directors
Antonin Jacquot	Marcel	Copywriter
Louis Haffreingue	Marcel	Art Director Assistant
Louis Haffreingue	Marcel	Typographer
Michel Kowalski	Marcel	Associate Director
Audrey Tato	Marcel	Account Manager
Guillaume Legorrec/Leoda Esteve	Marcel	Strategic Planning
Yaniv Edry		Photographer
Soone Riboud	Publicis	Art Buyer
Elise Gangneux	Prodigious	Producer

The Brief

For years, Contrex has showed in big events that slimming doesn’t have to be boring. But only few women had the opportunity to live the experience. Today, the brand wants to demonstrate that the every day life of each Parisian woman is an opportunity to slim down while having fun. So, we’ve created a billboard campaign that helps you slim in your everyday life.

Creative Execution

Contrex is water that has always been associated with slimming. And for years the brand’s message is “slimming doesn’t have to be boring.” As we’ve made TV and Outdoor to demonstrate our message, we have never gave the solution everyday solution to slim down while having fun. That’s what we’ve done with this campaign.

Describe the creative solution to the brief/objective.

We created the « Contrex Paris City Guide ». A geolocalised outdoor campaign that references 300 Parisian trendy spots, where we can slim down without having to be at the gym. Whether you are at the stadium, the club or your hotel, there are loads of places where we can slim whilst having fun. During 2 weeks, 1800 billboards were present across Paris and 500 guerrilla street prints. They were positioned in front of the place they talked about. To take it a step futher, we created the « Paris Contrex CityGuide » app which lists every place mentioned in the campaign.

Results

We reached over 1.8 million impressions on twitter on the first day alone. The printed press and online bloggers relayed the campaign further. The app has been downloaded over 70 000 times. And sales in Paris increased 3.8%. After the Success of the campaign in Paris, Contrex decided to create « Contrex Cityguides » for Marseille, Lyon and Toulouse. Now all of France can enjoy slimming down without going to the gym.