evian, the bottled water brand known for its roller skating babies and baby inside t-shirts, took its Babies Inside campaign to a new level recently with a series of interactive bus shelter advertisements. From July 19 to August 16 and working with JCDecaux, evian outfitted five bus shelter units in downtown Chicago with its iconic Baby Inside creative, but with an unexpected twist. Instead 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.
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“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.”
A Few Facts Inside
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. The busiest bus shelter had nearly six hours of daily playing time. There was 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.