| Title | CONTREX PARIS CITY GUIDE |
| Brand | NESTLÉ WATERS FRANCE |
| Product/Service | CONTREX |
| Category |
A03. USE OF OUTDOOR IN A MEDIA CAMPAIGN |
|
Entrant Company
|
MARCEL Paris, FRANCE
|
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Advertising Agency
|
MARCEL Paris, FRANCE
|
|
Media Agency
|
ZENITHOPTIMEDIA Paris, FRANCE
|
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Production Company
|
PRODIGIOUS Paris, FRANCE
|
Credits
| 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 |
Results and Effectiveness
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.
Creative Execution
We’ve created a billboard campaign that helps you slim in your everyday life.
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.
Insights, Strategy and the Idea
Few years Contrex introduced a new approach to slimming, based on a simple idea: "slimming doesn't have to be boring".
But in their every day life Women it’s not always easy to slim down while having good time.
Today, the brand wants to create a campaign dedicated to the Parisian Women that show them that the every day life is an opportunity to slim down and having fun at the same time.