Tag: shareable content

Evian: Roller-skating Babies

A viral ad that hit Guinness-level scale

Evian’s “Roller-skating Babies” viral ad, created by Euro RSCG, has been recognised by the Guinness Book of Records as the most viewed online ad to date.

Adding up views for various versions of the ad across video sharing websites, the ad has got 45,166,109 views as of 9 November 2009.

How “viral” is engineered when the idea is instantly repeatable

The mechanism is concept compression. “Roller-skating babies” is a one-line idea that travels intact. You do not need explanation, context, or a brand preamble to understand why you should click.

Across global FMCG brands, the difference between “viral” and bought reach is whether people willingly forward the idea as social currency.

Why it lands: novelty, craft, and the urge to pass it on

It works because it is strange enough to be worth sharing and polished enough to reward rewatching. The viewer gets an immediate payoff, then uses the link as a way to say, “you have to see this”.

The business intent: fame that feels earned, not placed

This is not a conversion mechanic. It is a reach and memorability play. The goal is to make the brand part of a piece of entertainment people choose to spread, so the exposure feels voluntary rather than interrupted.

What to steal if you want scale without buying it all

  • Build a one-sentence idea. If the concept cannot be repeated accurately in one line, it loses speed.
  • Design for sharing friction. The viewer should know what it is and why it is fun within seconds.
  • Make it rewatchable. Repeat viewing is a multiplier for social forwarding.
  • Measure across versions. If the asset spreads in multiple uploads, track the total footprint, not just one link.

A few fast answers before you act

What is Evian’s “Roller-skating Babies” in one sentence?

A highly shareable online film built on a single, instantly repeatable concept: babies roller-skating, executed with polished craft for rewatch value.

What is the core mechanism behind its scale?

Concept compression. The idea travels intact in a few words, so people can forward it as social currency without needing explanation.

Why does it land so reliably with viewers?

It combines novelty with high production value. The viewer gets an immediate payoff, then uses the link as a quick “you have to see this” recommendation.

What should marketers learn about measuring “viral”?

Track across versions and re-uploads. When a film spreads in multiple places, total footprint matters more than one canonical link.

What is the most transferable takeaway?

Build a one-line idea that is easy to retell, then execute it well enough that people want to rewatch and pass it on.

BMW vs Audi: Jump for Joy

A familiar rivalry, reduced to one simple provocation

Another BMW vs Audi battle. Here you can watch some amazing ways to take a seat in a BMW.

How the idea works once you look past the stunts

The mechanic is built on a tiny human action with a clear frame. Entering the car becomes the entire performance, with the brand as the stage and the seat as the punchline.

In European automotive markets, playful rivalry cues can turn ordinary product moments into highly shareable entertainment without heavy explanation.

Why it lands: competitiveness plus physical comedy

It works because the viewer instantly understands the rules. There is an implied opponent, a familiar status game, and a stream of surprising variations that reward continued watching.

The business intent: own “fun to drive” without saying it

Instead of listing features, the brand borrows emotion. It positions BMW as energetic and confident by making the act of taking a seat feel like part of the driving fantasy.

What to steal for your next brand-versus-brand moment

  • Use a micro-behaviour as the hook. One simple action can carry an entire story if the frame is clear.
  • Let the rivalry do the setup. A known competitor creates instant context without extra copy.
  • Stack variations fast. The replay value comes from “what is the next version” momentum.
  • Make the proposition implicit. Show the feeling the brand wants to own, instead of explaining it.

A few fast answers before you act

What is the core idea of this BMW clip?

It turns the simple act of taking a seat in a BMW into a series of entertaining variations, framed as a playful BMW vs Audi rivalry moment.

How does the mechanic work?

One repeatable action is performed in multiple surprising ways. The audience keeps watching to see the next variation, not to learn features.

Why is brand rivalry effective here?

Because it creates instant stakes and a familiar frame. Viewers immediately understand the “battle” and focus on the execution.

What is the business intent behind this approach?

To reinforce BMW’s energetic, confident brand feel by associating the product with fun and performance, delivered as entertainment rather than claims.

What is the most transferable takeaway?

Choose one product-adjacent behaviour that everyone recognises, then make it repeatable, surprising, and easy to share.