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CONTREX MINERAL WATER: KEEP IN SHAPE
| See full size 672x899 px | |
| Released: | March 2005 |
| Advertiser: | NESTLE  |
| Brand name: | CONTREX MINERAL WATER |
| Agency: | PUBLICIS FRANKFURT |
| Country: | Germany |
| Category: |
Non-alcoholic drinks
|
| Tags: |
Creative review
Examples of creative advertising pillars
Creative outdoor
|
Credits:
KEEP IN SHAPE
NESTLÉ WATERS DEUTSCHLAND
CONTREX MINERAL WATER
Advertising Agency: PUBLICIS FRANKFURT, GERMANY
Date Of 1st Implementation: 02/03/2005
Advertising Agency: PUBLICIS FRANKFURT, GERMANY
Name Company Position
Werner Brosinger Publicis Frankfurt Creative Director
Ulrich Oertel Publicis Frankfurt Copywriter
Harry Heinen Publicis Frankfurt Creative Director
Tim Karsko Publicis Frankfurt Art Director
Josée Neubert Publicis Frankfurt Account Director
Describe the communication goal(s) for this media entry
The "diet supporting effect of Contrex" is to be visualized in a dramatic and instantly comprehending way
for women between 20 - 49 years of age.
Innovative Media Strategy: Show how your innovative media strategy represents a new, consumer insights based
approach, gaining extra receptivity for the brand's message and strengthening the brand's connections with
consumers.
The "Keep yourself in shape" poster pillar shows with the features of a convex mirror to upheave the effect
of the product's benefit - it keeps you slim.
Engaging Creativity: Show how the media and the message work together to enhance the overall impact of the
effort and engage the consumer.
One knows the phenomenom of the fun house "Hall of Mirrors": stand in front of a vertically bent mirror and
one looks beatifully slim and trim. With this visual illusion we showed what the "diet supporting effect of Contrex" is all about. A poster pillar served as convex mirror surface. And every passerby looked slimmer - thanks to Contrex.
Encompassing the Audience: Show how the media idea travelled across and leveraged the most appropriate touch
points and encompassed the target audience.
Because of the optical effect of the poster many passers actually stopped and took a closer look at themselves and at the advertised product.
Effectiveness: Show how the effort maximised the value of the investment and generated marketplace results
The poster's effect on the passers was well noticeable. The special poster's word-of-mouth buzz altered
people's itinerary towards the site to take a closer look, therefore obliging them to notice the product's benefit. This method had no consequencial budget because the effect is caused by the poster pillar's form.
