iStrategy Amsterdam 2011 : Michael Aidan, Global Brand Director, Evian - Reinventing a Global Brand Through Digital (Day One - Split Stream Interactive Workshops)

1. Reinventing a global brand through digital Michael Aidan – iStrategy May 10, 2011

3. Credibility

4. Aspiration beyond just product

5. Ability to reinvent itself

8. a world-class communication platform behind one brand idea : LIVE YOUNG

9. Our strategic choice : build the full brand ladder yet focus advertising on emotional benefit only EMOTIONAL BENEFIT FUNCTIONAL BENEFIT REASONWHY YOUTH HEALTH PURITY FEEL HAS DOES

10. A straightforward brief Evian needs a copy that : - goes up the brand ladder : Youth - is consistent with the brand heritage where it has one : babies as a symbol - is global / creates one universal platform - is web centered as few CBU’s have €€ - is viral (!!!)

11. BB Roller video

12. A global viral launch remix of Rappers Delight by DTA TV in France and Belgium 60’’ / 30’’ D-DAY 60’’ reveal on YOU TUBE 2 amateur baby films Making of + babies interviews on the web June 15 July 3 (& 6) July 5 July 20 June 4

13. A viral launch with 2 streams Remix contest launched on social networks May 29 2009 2 amateur babies videos posted on June 4 and June 15 2009 Both leading to a global reveal on July 3

14. Viral starts at home Email to 12.000 Danoners – June 17 feel free to forward if you enjoyed it Similar email for customers and suppliers

15. Rollerbabies : success beyond expectations Driving massive PR 2. Strongly building image 3. Boosting sales in all geographies 4. Reaching a new target 5. Building a unique global Youth platform embodied by the Evian babies

16. Image : The campaign builds all brand pilars Iconicité An iconic brand of the bottled still water category A brand which is an iconof a healthy living An innovative brand An "avant-garde" brand A fashionable, trendy brand +7 +11 + 14 + 23 + 12 Origine / Pureté Santé The best water for babies A water which helps me to renew water in my body A water good for my health An extremely pure water A water that comes fromthe French Alps + 7 + 12 + 12 + 9 + 6

17. Business impact : strong across both clusters FRANCE UK 128 118 112 109 100 100 Source / Nielsen Panel Source / Nielsen Panel SINGAPORE USA - NY 132 106 114 121 100 100 Source / Nielsen Panel Source / Nielsen Panel

18. Reach of a new target which is not TV’s Exposure to Evian Campaign Period: 1st – 31st July Reachedbyboth YouTube and TV TV-contact(s) TV-campaign reach: 71.6% 0.2% 3.5% 3.5%incrementalreach YouTube* 95% of all YouTube contactshadno TV contact Figures are based upon the reach of any Evian content on YouTube YouTube contact(s) Sources: TV reach MediaMetrie YT Reach = NetView Unique YT reach calculated via the brand survey

19. How to go further ?

20. How young are you ?

21. Delivering your youth quotient based on a few tests and a profile

22. Explaining the link between hydration and physical + intellectual abilities

23. …and then prolonged the story off line

24. Off-line : Live Young in print and posters

25. The new Live Young viral (?) on line event

26. The new Live Young ad leads to new brand connection experiences Baby inside on TV + web Taking the brand experience to anotherlevel

27. Viral goes to the mall

28. Viral goes to the mall

29. Viral can also sell Tshirts Now available on shop.evian.com

30. Viral can reignite innovation

31. 2010 glass range renovation Returnable glass Personalized Limited editions Premium glass

32. Viral launch of Evian limited edition bottles 1.400.000 views in one month L’animation de la bouteille en introduction

33. Viral goes to weddings

34. Lastly viral can drive results and your rankings 2,7% 1,3% 2008 2009 2010* Volume CANN -6,5% -7,6% -8,5% -8,6% 9pts swing

36. Quality of the content is king

37. Consumers turn can either skip or turn into media

38. KOL / networking approach is instrumental

39. Cost of failure (or success) is limited : trial mode

40. Need to accept more limited control