Evian Water’s Dancing Baby Interactive Bus Stop Billboard

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Evian water decided to take an unconventional marketing approach and hired JCDecaux to do a fun and interactive digital bus stop billboard. Evian outfitted five bus shelter units in downtown Chicago with its iconic Baby Inside creative, but with an unexpected twist.

Evian Waters Dancing Baby Interactive Bus Stop Billboard Guerrilla Marketing PhotoInstead of a static image, each unit featured a fully integrated screen that, when pressed, allowed the baby body featured in the creative to start dancing, complete with music bringing to life evian’s “Live young” concept. 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. Once downloaded, the application allows consumers to join in and be part of a user-generated version of the video.

“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. “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.”

Here are some further statistics about the campaign:

  • The screens are the biggest ever undertaken by JCDecaux
  • The video had sound and ran for 30 seconds total, but consumers could start and stop the animation at any time
  • Over 20,000 total screen activations or nearly 5,000 per location throughout the campaign
  • Nearly six hours of daily playing time at the busiest bus shelter location
  • An average of 178 daily hits per site
  • Throughout the entire campaign, there were nearly 500 hits from QR codes across all locations in Chicago

The interactive bus shelters were part of a larger out of home advertising campaign that also included 40 standard bus shelter panels in select Chicago neighborhoods.

For more information about Evian:
http://www.evian.com/en_US
http://facebook.evian.com
http://twitter.com/evian_us

 

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Ryan Lum is the founder and editor of Creative Guerrilla Marketing. He is passionate about creative marketing, social media and design. Connect with him on LinkedIn,Twitter or Google+
  • Troy

    Cool idea, but what did it do for sales?  Especially with a product like Evian.  It’s great to have a “cool” ad but if no one purchases the product, you can’t pay for the ad.  Would love to see sales lifts in Chi.  Any idea?

  • http://www.extremejohn.com Extreme John

    Cool advertising and nice music too. I think a lot were really captivated by it. It was convincing and the idea was great. Staying young and healthy and keeping cool. Very nice. 

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