2 years ago Evians " Live Young" campaign which featured babies on roller skates became a huge success. The campaign received Guinness World Record status for the most viewed ad on the web, and continues to top the YouTube charts. This campaign also added a interactive app where consumers could be a part of the campaign. It worked like the popular " Elf Yourself" app where you can upload the faces of your friends and family so that they replace those of the babies on the ad.
The new campaign called " Baby Inside" uses a series of photos of people wearing white t-shirts with the image of a baby's body on the front to create a " Dancing baby" effect. Anyone with a white t-shirt and a web cam can be a part of the fun. The exclusive importer and marketer of Evian in the US explained " The relationship consumers have with brands has changed. People want to communicate, interact, and co-create with them. We saw this with the Roller-babies commercial."
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