Activia is a yogurt that helps by regulating the digestive system.
But the brand has difficulty in interacting with its consumers, because "going to the toilet" is not a subject people like to talk about.
Instead of "regulating your intestines", we invited people to "put their lives in rhythm". Litterally.
We built a giant Activia pot and invited three musicians to create music, live and improvised, from inside it.
The theme of the songs? The Facebook timeline of the consumers themselves.
Through the Activia app users were invited to turn their digital lives information into brand new songs, created especially for them in real time.
Each song's video was instantly published on each user's wall, impacting his entire network and spreading the new rhythm along with the brand's concept throughout the social network.
Almost 1,000 people had their social profiles put into rhythm. Their song videos reached 200,000 people on Facebook and over 4 million throughout internet.