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.
Key Themes Behind This Trend
- Upcycled Fashion
- Opportunity for fashion brands to create innovative products by repurposing old materials, like turning sofas into custom running shoes.
- Gamified Fitness
- Companies can use gamification techniques, like offering custom running shoes as rewards, to motivate people to exercise and lead a healthy lifestyle.
- Sustainable Marketing
- Brands can engage consumers by promoting sustainable initiatives, such as the Vittel Couch Converter campaign that repurposes old couches into shoes.
Where This Applies
- Fashion
- The fashion industry can leverage the trend of upcycled fashion by incorporating innovative materials and designs in their products.
- Fitness
- Fitness industry has the potential to adopt gamification techniques to incentivize people and make exercising more fun and engaging.
- Sustainability
- Sustainability-focused businesses and marketers can utilize initiatives like the Vittel Couch Converter campaign to promote their environmental efforts and engage customers.
