BETC Paris Paris, France Full Service

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BETC Paris Creative Work

Title "Water Boy"
Agency BETC Paris
Production Company Capitaine Plouf
Campaign We Will Rock You
Advertiser SAEME
Brand Evian
Date of First Broadcast/Publication 6/2003
Business Sector Mineral, Sparkling & Bottled Waters
LanguageEnglish
Problem CAMPAIGN OBJECTIVES
Add value to the brand by claiming a specific and motivating benefit which justifies Evian’s premium price and thus helps stabilise Evian’s market share.

TARGET AUDIENCE
- In France, Belgium and Luxembourg where Evian is consumed by families on a daily basis the broad population was targeted.
- In the UK, where Evian is positioned more Premium, the target was the urban population belonging to the “A +” socio-economic class and ranging from 16 to 44 years old.

CAMPAIGN PERIOD
January 2003 to September 2003.
Problem (original language) En janvier 2003 sortait sur les écrans de télévision le dernier film Evian «Les Voix de la jeunesse», film qui a réussi à rassembler les gens autour d’une promesse de jeunesse de corps et d’esprit, universelle, motivante et accessible.
Suite à l’engouement immédiat provoqué par la campagne, le CD 2 titres de « We will rock you », remix par KCPK, sortait le 29 avril dernier, confirmant BETC dans un positionnement d'agence qui revendique la musique comme élément central et stratégique du discours publicitaire. Quatre semaines après son lancement en France, il recevait un Disque d’Or.
Pour accompagner la sortie de ce CD, l’agence BETC Euro RSCG choisit aujourd’hui de mettre à profit son expertise musicale et visuelle dans la coproduction d’un clip original.
Story Waterboy, a little character made of water, goes through various situations symbolising the element of water. On his adventures, he meets a gorgeous girlfriend who is also made of water. Together, they start a family.

We Will Rock You (B May), Copyright 1977 Queen Music Ltd, courtesy of EMI Music Publishing, KCPK remix 2003

SUMMARY
In order to sustain Evian’s premium price in a commoditized market, Evian’s “We will rock you” campaign adopted a whole new advertising approach: no longer consider Evian to be just a water brand, following the rules of the category, but change the brand’s status and transform it into a badge of youthfulness. To achieve this goal, the campaign went beyond advertising, conceiving a global “advertainment” in which adults singing a mythical song with children’s voices were the basis for a global entertainment program. Despite a modest advertising budget the campaign succeeded in reaching all of the goals set and achieving considerable market share gain.
Story (original language) Reflet de l’esprit de jeunesse d’une eau minérale exceptionnelle, le clip met en scène un personnage d’animation en 2 dimensions fait d’eau et capable de traverser toutes les épreuves de son quotidien grâce à une capacité d’adaptation hors du commun.
Un personnage qui devrait rapidement devenir une nouvelle icône pour Evian !
Philosophy CREATIVE STRATEGY
The strategy was to transform Evian into a "Badge of Youthfulness". Youth is one of the strongest consumer aspirations, an aspiration that drives added value in most markets. An international TV commercial was launched, “Voices” : the revival of “We will rock you” by Queen, sung by adults with children’s voices expressing the inner youth inside us all and connecting Evian with a young spirit and powerful energy. This served to show that drinking Evian every day helps people feel young in body and mind.

MEDIA
- Broadcast
- Cinema

TOTAL MARKETING EXPENDITURE
Under € 5 million.

MEDIA STRATEGY
The media strategy that had proved successful in France was implemented on an international scale. The method aimed to maximize the effects of an average media investment using a creative strategy conceived to maximize impact.

In France, Belgium and the UK several media formats were deployed intensively for maximum impact and emotion, concentrating the larger share of media investments on powerful first bursts. Cinema broadcast immediately following the period of TV broadcasting was designed to generate immediate personal involvement.

In order to prolong the impact of the campaign launch, an international release of the ad soundtrack on CD and as a video clip was staged, thus obtaining the equivalent of free additional media coverage on TV and radio.
Philosophy (original language) Ce clip donne à BETC l’occasion d’associer son expertise propre à une création en marge de la publicité classique :
- en continuant d’illustrer concrètement la place qu'elle entend conférer à la musique dans sa réflexion publicitaire. Une place qu’elle pousse depuis longtemps au plus haut niveau d'exigence et d'expertise.
- et pour démontrer haut et fort qu’il est possible d'aller au bout de ses parti-pris professionnels tout en ré-enchantant le monde de la publicité.
Après la sortie française du 30 juin, suivront les sorties en Grande-Bretagne, Allemagne, Belgique, Luxembourg, …tous pays qui ont accueilli le film Evian puis le CD dans le plus grand enthousiasme.
Result - The campaign successfully changed the brand perception and increased the brand value. In France, Belgium and the UK substantial progress was achieved on all youthfulness indicators, as well as on price perception.
(Source: Milward Brown)
- Beyond the objective of stabilising market share, significant market share was gained in all markets, the UK for instance seeing a 3.5% volume share increase over the year.
(Source: Marketing scan/Nielsen MRCI – DEF)
- The ad itself was welcomed positively by the audience, achieving likeability scores 11% above the norm.
(Source: IPSOS France Post test March 2003)
- Substantial free media coverage was gnerated with the launch of the “We will rock you” single and through radio broadcasting of the song.
- The campaign became a “social phenomenon”, especially in France.
Tagline live young.
Media Type Television
Length160 seconds
Market Belgium, France, Luxembourg, United Kingdom
Soundtrack We Will Rock You (KCPK REmix 2003)
Production Company Wizz Productions
Production Company Quad Productions
Production Company Universal Music
Animation Invisible
Music Queen
Music Publisher EMI Records
Creative Director Mr. Rémi Babinet
Creative Director Mr. Fabrice Brovelli
Art Director Ms. Sophie Deiss
Art Director Mr. Jean-Christophe Saurel
Art Supervisor Mr. Fabrice Brovelli
Art Supervisor Mr. Christophe Caurret
Copywriter Ms. Sophie Deiss
Copywriter Mr. Jean-Christophe Saurel
Director Soandsau
Director Ms. Sophie Deiss
Director Mr. Jean-Christophe Saurel
Agency Producer Mr. Fabrice Brovelli
Account Supervisor Mrs. Mercedes Erra
Account Supervisor Mrs. Marielle Durandet
Account Supervisor Mrs. Corinne Pérez
Advertising Manager Mr. Patrick Buffard
Advertising Manager Ms. Natacha Le Bescond

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