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Sponsored video: Évian launches its latest Baby & Me campaign


NEWS
Filed by Lucire staff/April 24, 2013/9.25


A Lucire special promotion

Évian’s Baby & Me campaign, which launched on April 21, continues the brand’s cross-media approach to advertising. Its earlier Roller Babies and Baby Inside campaigns, which was shown to European readers on the Lucire website, are among the highly watched advertising videos on the internet. Roller Babies, in fact, holds the worldwide record for the most viewed advertising video online, according to the company, and Baby & Me attempts to tap in to the same audience.
   Already sitting on 28 million views since the video was uploaded on April 19, Baby & Me begins with a man encountering his baby self in a reflection. He begins dancing, to see his reflection follow suit. Others join him as ‘Here Comes the Hotstepper’, remixed by Yuksek, plays.
   The campaign is being backed up by a poster campaign. In France, Métro platforms will begin featuring portraits of the characters of various ages, discovering their baby selves, starting May 15. Maria Sharapova and Melissa Reid are two of the sport stars confirmed for this later stage.
   Even more cleverly, as Évian taps into the younger demographic, is an app that allows users to discover their own baby selves. BETC Digital and B-Reel’s app allows users to upload a picture of themselves, or someone of their choice. The app them “babifies” the image thanks to facial recognition software. This also begins in May, and will be available for Android, Iphone and Facebook.
   A similar technique is used in Babybooths located around Paris. They will also be mounted at the Festival de Cannes next month.


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Filed under: Paris, technology, TV, Web 2·0

 

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