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Title "Baby & Me (case study)"
Agency BETC Paris
Campaign Baby&Me
Advertiser Danone
Brand Evian
Date of First Broadcast/Publication 4/2013
Business Sector Mineral, Sparkling & Bottled Waters
LanguageEnglish
Story

SUMMARY:

In a trivialized and price-driven market, with consumers reluctant to spend money on bottled water, evian faced fierce competition in a category where price promotion had become a key driver. 

evian needed to justify its premium price by building brand value and preference. This campaign set out to reconnect the brand with the deep meaning of the benefit of youth, to create an event around the brand and stand out despite a very limited budget, and to generate additional volume sales

evian Baby&Me helped everyone reconnect to their inner baby, using a playful digital application to let consumers live the experience, an entertaining film where adults met their reflections as babies, Out-of-Home to add to the universality of the youth benefit and street events.

The campaign maximised earned media, reinforced the brand’s characteristics of youth, closeness and price justification and generated additional volume sales. 24 million babies were generated on the App, which became the most downloaded App on the Apple store in the entertainment category for 2 weeks.

Most importantly, sales volume and value increased in all target markets, especially in the UK, where average weekly sales grew 30% immediately after the ad launched.

Story (original language)

SYNOPSIS:

Tout commence par une rencontre : alors qu’il marche dans la rue, un homme tombe nez à nez avec son reflet dans un miroir… mais en version bébé. Différents personnages vivent à leur tour la même expérience troublante. Chacun d’entre eux se met à jouer avec son « baby-me3» : être ainsi connecté avec sa jeunesse intérieure engendre un sentiment de liberté, un lâcher prise, un joyeux délire spontané et communicatif… Et le jeu se transforme en danse, sur une musique culte : « Here comes the Hotstepper », remixée par Yuksek pour evian.

Philosophy (original language)

La marque evian souhaite une fois encore offrir à son public un spectacle étonnant et jubilatoire. 

Media Type Case Study
Length106 seconds
Market United States, United Kingdom, United Arab Emirates, Ukraine, Taiwan, Switzerland, Singapore, Russia, Japan, Germany, France, China, Canada, Belgium
Soundtrack Here comes the Hotstepper by Yuksek
Media Agency Havas Media International
Production Company Iconoclast
Music BETC Pop
Director we are from LA
Sound Production Gum
Executive Creative Director Mr. Rémi Babinet
Art Director Ms. Agnès Cavard
Associate Art Director Félix Falzon
Copywriter Ms. Valérie Chidlovsky
Agency Producer Mr. Fabrice Brovelli
Account Manager Mrs. Marielle Durandet
Account Manager Ms. Estelle Colas
Account Manager Ms. Gaëlle Gicqueau
Account Manager Ms. Isabelle Picot
Account Manager Ms. Charlotte Bals
Traffic Director Elise Herfort
Advertising Manager Mr. Michael Aidan
Advertising Manager Laurent Houel
Advertising Manager Ms. Cécile Turkel
Advertising Manager Alexis Thobellem
Media Strategy Director Mrs. Martine Picard
Music Creative Director Mr. Christophe Caurret

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