In an effort to motivate people to exercise, a water company is turning old couches into custom running shoes. The Vittel Couch Converter is providing footwear-based incentive for people to engage in an active and healthy lifestyle. It's also a bit of a bonus for the environment, as old sofas find new life.
The marketing campaign is a clever spin on the idea of a couch potato and hopes to encourage Europeans to get off their couches and go for a run, jog or walk. To get their custom running shoes, customers send a picture of their chesterfield to Vittel along with a cut of the fabric. Designers and shoemakers then use the fabric to make new kicks.
Couch-Converting Campaigns
Vittel is Motivating People to Exercise with Custom Running Shoes
Trend Themes
1. Upcycled Fashion - Opportunity for fashion brands to create innovative products by repurposing old materials, like turning sofas into custom running shoes.
2. Gamified Fitness - Companies can use gamification techniques, like offering custom running shoes as rewards, to motivate people to exercise and lead a healthy lifestyle.
3. Sustainable Marketing - Brands can engage consumers by promoting sustainable initiatives, such as the Vittel Couch Converter campaign that repurposes old couches into shoes.
Industry Implications
1. Fashion - The fashion industry can leverage the trend of upcycled fashion by incorporating innovative materials and designs in their products.
2. Fitness - Fitness industry has the potential to adopt gamification techniques to incentivize people and make exercising more fun and engaging.
3. Sustainability - Sustainability-focused businesses and marketers can utilize initiatives like the Vittel Couch Converter campaign to promote their environmental efforts and engage customers.