In a competitive market where every mineral water brand has a specific positioning, Vittel has established itself as the brand that keeps people active and fit and ignites their inner vitality. In order to revive and to strengthen this role on the French mineral water market, Vittel asked us to find the ultimate way of reaffirming its mission of daily partner for French consumers. In a country where people spend around 4.5 hours a day on their couch, our challenge was to define how Vittel could help people regain their inner vitality. Our aim was to trigger French people’s willpower to embrace a new and healthier life. To do so, we decided to tackle the problem at its very source – the couch – in a playful way, by turning this unsurpassed symbol of laziness into a symbol of activity: a pair of running shoes. This how we came up with the idea of creating The Vittel Couch Converter Service, the first service aimed at converting people’s couch into running shoes. By applying on our website and sending us a piece of fabric, people gave their couch a second life and got a symbol of their new vitality.

We decided to tackle the problem at its very source – the couch – by turning this unsurpassed symbol of laziness into a symbol of activity: we designed The Vittel Couch Converter Service, the first service aimed at converting people’s couch into a pair of running shoes. By making shoes out of people’s couch fabric and writing supportive messages inside of them, our designers helped us create an exclusive design for each pair of shoes.

The campaign was released on March and is running all over Europe until November.

PR, blogs, newspapers and even TV prime time have covered the Couch Converter launch, for a total earned media reach estimated by ZO, our media experts, of +60M contacts, thousands and thousands of service applications. This campaign created qualitative contacts and word of mouth for the brand with enthusiastic echoes on social media, media. And this campaign has now spread all over Europe being activated in Germany, Belgium, Switzerland, Netherlands, Luxembourg, and being currently relayed with instore activations in +400 super & hypermarkets. More than a casual corporate brand message, people perceived a quirky original and creative approach on vitality. As the campaign is currently running, no final results can be shared yet.