The Sexiest Ad, The Sexiest Water
You know what, a perfect way to taking advantages of groundswell is interactive advertising. Why? Let's watch an example of a mineral water, Contrex. Before clicking the "Play" button, you'd better prepare well! Are you ready?
Now, wiping your slaver first! What a sexy and funny interactive commercial it is, right? Then let us introduce Contrex to you, briefly. It's a French brand of mineral water. And also, they always tell their consumers that they are the "slimming partner of women". Since Contrex is so clear about their target audiences, then, using men's sex appeal to attract their customers is certainly a wise strategy.
Twenty years ago, Contrex's advertisement was a woman alone taking care of her body by drinking Contrex. However, now, they created a community of women who are sharing the same experience, called "contrexpérience". Their slogan is also quite fun: we should lose more weight if it was more fun". Combining doing sports with enjoying the strip show can really reflect the slogan of their community.
Actually, this commercial definitely is a fabulous example of taking the advantages of the groundswell. Through this commercial, they convey plenty of information.
For instance, they tell their target audiences that Contrex is the mineral water women need for working out. They created events to encourage women to do sports and put Contrex water by their side. By this way, women can easily combine Contrex with working out. This commercial can give women a feeling that whenever they work out, the best partner will be Contrex. At the end of the ad, all the women were smiling and talking to each other. The fun they experienced can give audiences a image that Contrex is related to fun.
A successful advertisement nowadays is supposed to let the groundswell feel you, and engage with them.
Btw, here is the season 2 of Contrex's commercial, enjoy!
Now, wiping your slaver first! What a sexy and funny interactive commercial it is, right? Then let us introduce Contrex to you, briefly. It's a French brand of mineral water. And also, they always tell their consumers that they are the "slimming partner of women". Since Contrex is so clear about their target audiences, then, using men's sex appeal to attract their customers is certainly a wise strategy.
Twenty years ago, Contrex's advertisement was a woman alone taking care of her body by drinking Contrex. However, now, they created a community of women who are sharing the same experience, called "contrexpérience". Their slogan is also quite fun: we should lose more weight if it was more fun". Combining doing sports with enjoying the strip show can really reflect the slogan of their community.
Actually, this commercial definitely is a fabulous example of taking the advantages of the groundswell. Through this commercial, they convey plenty of information.
For instance, they tell their target audiences that Contrex is the mineral water women need for working out. They created events to encourage women to do sports and put Contrex water by their side. By this way, women can easily combine Contrex with working out. This commercial can give women a feeling that whenever they work out, the best partner will be Contrex. At the end of the ad, all the women were smiling and talking to each other. The fun they experienced can give audiences a image that Contrex is related to fun.
A successful advertisement nowadays is supposed to let the groundswell feel you, and engage with them.
Btw, here is the season 2 of Contrex's commercial, enjoy!
Hi Zijun,
ReplyDeleteSuch a great example of utilizing groundswell! I believe these events will definitely help Contrex with their revenue. It is a smart move for Contrex to create a community which means they build a effective relationship with their customers. Also, Contrex is very pinpoint to determine their target customers helps them with making marketing strategy. Groundswell works very well in this case!
Hi Zijun,
ReplyDeleteI'm so exited after I watched the ads that I even want to get up and do some exercise hhhh! It is a attractive ad and it's so engaged with audience in such a physical way! I quite agree with you that a good commercial should interact with its audience and also, a good product should cater audience's needs. This water brand reminds me of a Chinese drink brand Maidong. Although its ads are not as engaged as Contrex's, the slogan of it is still impressive. In Maidong's ad, people are always exhausted and do something stupid hhh, just like what we usually do when we're exhausted! So this is another way to interact with audience! Resonance!
Hi Zijun,
ReplyDeleteThank you for showing us an interesting clip. Even though Contrex did not show any information on their commercial about reducing fat, improving metabolism,..... it makes people feel energetic and makes them feel that this kind of water can really make them slim. That's incredible!. Less words, much power!.