Le Click: Perrier video puts viewer in charge

Paris – Advertising agency Ogilvy Paris has created an interactive YouTube campaign for Perrier mineral water called Le Club, which uses a video that changes depending on how many people view it.

The video follows a girl walking through a club, then taking a drink of water as she stands next to a microphone. The venue is deserted at first – then, as more people click to view the video, the number of people in the club increases.

Details in the video become more exciting the more it is viewed. More characters appear on the dance floor, flaming cocktails are served at the bar and the way in which the girl drinks the water becomes more exaggerated and sensual.

Viewers become participants in a stylised commercial that conveys a seductive brand message and highlights the product many times and in slightly different ways. For more on the future of drinks brands, read our Beverages Report, coming soon to The Future Laboratory’s online shop.