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Dieters Urged to 'Awaken Your Incredible' with Personalised Film



Reactive and Getty Images team up with Weight Watchers Australia in digital campaign

Dieters Urged to 'Awaken Your Incredible' with Personalised Film

Independent global digital agency Reactive 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

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