Weight Watchers helps Aussies ‘awaken their incredible’ in a new campaign via Reactive
Independent global digital agency Reactive has recently worked on “Awaken Your Incredible,” a new and multifaceted campaign from Weight Watchers Australia designed to refresh and revitalize the famous brand.
As an extension of this initiative, Reactive and Weight Watchers Australia entered into a unique partnership with leading content creator and distributor Getty Images that enables users to easily create short slideshows exemplifying their “incredibleness.” The new feature, called “Incredible You,” launched on the Weight Watchers Australia website.
Reactive solidified its reputation for global digital marketing innovation by optimizing the Getty Images application programming interface (API) for Weight Watchers visitors. After answering a series of probing questions about his or her life experiences, the user is provided with free access to specifically selected photographs from the Getty Images library. The user can then select the images that most appeal to them, which are used to fashion a truly cinematic representation of their incredibleness. From there, the images can be easily shared with friends, family and the world through social media.
An enthusiastic Reactive R&D team built on the original concept by designing and building a working prototype in less than 12 hours, which in turn enabled faster negotiations between Weight Watchers and Getty Images, and maintained the momentum of the project. The result is a simple, inspirational and immersive experience for all users.
Client: Weight Watchers Australia
Image Partner: Getty Images
Digital Agency: Reactive
3 Comments
This is an impressive website but what we’re left with as a user is dismal. It’s unrealistic to think that people will do this and or care about what they’re left with. Sorry.
I’m no expert but it seems quite ironic that you’re still “incredible” at any size, no matter what screen you’re on.
Nice idea.
Executed as a different way of searching stock imagery! Terrible experience and uninspiring output.
Also took me 8 attempts to get past the first stage as you can only be inspired on their terms.
1/10 just for the core idea.