Turn the boring task into a game and people will gladly do it! - Nestlé Contrex water shines

I found this fabulous case study on the Uk based agency The Lounge Group´s blog: http://www.theloungegroup.com/contrexperience-%e2%80%93-french-mineral-water-brands-on-top/

"The new video for the Nestle Water’s global brand Contrex grabbed our attention this week after it successfully topped the Global Arts Chart, which until a month ago was occupied by Evian’s record-breaking Roller Babies’ 26-month stay.

Paris based Advertising agency Marcel created the video for Nestlé with the strapline ‘Slimming doesn’t have to be boring. Contrex, my slimming partner’. Set  on the streets of Paris, the advert shows us a row of pink exercise bikes lined up facing a building. As intrigue builds, users stop and pedal the bikes soon noticing that their cycling efforts are generating pink streams of light which go on to form the neon outline of a male stripper. The neon giant strips off revealing more and more as the women pedal excitedly, holding their attention and showing them how easy it is to burn 2000 calories.

Voices amongst the buzz generated by the clip question the video’s authenticity as a brand experience. And rightly so. The filming is overly slick, the women appear to be acting and one eagle eyed viewer noted that despite the numerous shots of Paris, the building is actually located in Prague.

The premise of the experience is fun and very on brand, but does the staging take away from the desired outcome? I think it is safe to say here at the Lounge we prefer real brand experiences and authentic content!"

Other similar projects on http://www.thefuntheory.com/