3. Situation Analysis
• To justify Evian's premium status
• Evian is 3 times more expensive
• The gap can be even broader in the rest of Europe, e.g. in the
UK, Germany and Belgium
4. Campaign Objectives
First ever global campaign
To build on the concept of youth
Use youth –more specifically babies– one of man’s greatest
aspirations, and an attitude, a mindset that creates
engagement from consumers
To strengthen existing brand relationships
Drive awareness in a fun and innovative way
Use digital as the central medium
5. Communication Objectives
• Turn evian into a truly global brand
• With a consistent territory worldwide
• Strengthen evian’s equity
• Increasing emotional appeal
• Reconnect with its consumers
• Create a global event at low-investment levels
• to get the brand back to the forefront
6.
7. Strategy & Execution
• Digital – A full entertainment programme was created online,
with 2 pre-launch viral movies, a Premiere, a Making Of, and
interviews with the babies on YouTube, blogs and the new evian
LiveYoung website.
• PR – to activate the world’s media and stimulate general interest
around the campaign and the brand.
• Events – Berlin Fashion Week, US Masters etc – to engage
consumers locally.
• TV & Cinema – to leverage the entertainment dimension
• Print – To complete the message of the campaign, 7 months
after the launch of the first film.
• The Live Young Training Website – to continue engaging
consumers with the brand.
8. Result
One of the top 20% most-effective ads ever – source GfK France,
Belgium, Germany
With impressive sales results so far:
• France: +7% in sales
• UK: +13% in market share
• Canada: +7% in market share
TV ad of the 2009 and a recognition on TBS’ Funniest Commercials of
the Year.
Massive, positive PR noise, buzz, virality around the brand:
• Over €5m in free airtime, 102m views for the campaign– with
Rollerbabies becoming the most-viewed ad on the web ever (Guinness
World Records).
• Time Magazine advert of the year, #1 for the Wall Street Journal,
Guardian Top 5.
• Internet users watch the ad 3 times on average. Ad viewers are 3
9. Key Statistics
• Total reach of 102 million views (53,357,588 visible measure views on YouTube to date)
• Over 54,000 comments and tweets
• 500,000 Facebook fans across a number of Roller Baby fan pages
• 14,000 YouTube friends and subscribers
• 2/3s would definitely remember the ad was for Evian and they found it imaginative and amusing
• Advertising recall increased by 27% overall and 55%
• Since seeing the campaign 25% will definitely / probably drink Evian more often*
