We created a twitter connected microsite where “The Talkative Scale” gave advise to our users in a very charming way (nice talk, nice male voice...)! The scale is no long the ladies’s enemy with The Talkative Scale. At the contrary : It brought confidence to ladies by talking in a very sexy & flirting way to them.

On the web site, The Talkative Scale invited users to active itself with a “tweet-coin” ; while tweeting, a virtual coin activated the scale who started to talk. It asked users their body mass index.  According to the answers, the scale was telling users nice & motivating messages for them to keep in shape up or getting your shape back.  The Online communication was more disruptive than the traditional ATL communication (TV, in-store activies) to generate buzz, interest & especially to reach our target audience that was younger than usual & so, more sensitive to the online world. Everytime users activated the Talkative Scale, a tweet with our campaign’s hashtag was shared online & so rose the viral effect. The total reach is 4531892 (while our KPi was 45000)