Activia makes fans famous
The Danone yogurt is giving each fan their 15 minutes with a new campaign.
Danone’s Activia is giving each consumer who votes on its next dessert flavoured yogurt national exposure, with a new cross-platform campaign.
Aimed at women aged 25 to 54, the campaign, with media by MPG and creative from Sid Lee, encourages consumers to vote for its next flavour on Activia.ca with in-store and OOH promotions running in Vancouver, Toronto and Montreal. Visitors to the site can then add their photo and have their vote and picture displayed on OOH billboard from Astral OOH in the three cities.
A photo of each face on the billboard will be sent back to the Facebook account of the voter to commemorate their moment in the national limelight, Ghislaine Fugere, digital product manager, Astral OOH tells MiC.
“The big challenge of the campaign was building the database to ensure the correct photo on the billboard got back to the right person,” she says. “Each billboard face in the Astral OOH network across the country has a camera, but they are usually only used for monitoring, not as part of the campaign.”
The Danone Activia campaign started on Aug. 8 and runs until Sept. 26.