|Date of First Broadcast/Publication|
|Business Sector||Mineral, Sparkling & Bottled Waters|
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)||Une campagne événementielle mettra en scène cette rencontre en affichage. En France, à partir du 15 mai, certains quais de métro seront envahis par 10 portraits de personnages de tous genres et de tous âges, découvrant avec étonnement leur « baby-me3 » de l’autre côté du quai, dans un effet miroir. Parmi eux, deux visages connus : la championne de tennis Maria Sharapova et la talentueuse golfeuse Melissa Reid.|
|Philosophy||La marque evian souhaite une fois encore offrir à son public un spectacle étonnant et jubilatoire.|
|Media Type||Outdoor/Out of Home|
|Market||Canada, United States, United Arab Emirates, China, Japan, Taiwan, Singapore, Russia, Ukraine, Belgium, France, Germany, Switzerland, United Kingdom|
|Advertising Manager||Michael Aidan|
|Advertising Manager||Laurent Houel|
|Account Manager||Marielle Durandet|
|Account Manager||Estelle Colas|
|Account Manager||Gaëlle Gicqueau|
|Account Manager||Isabelle Picot|
|Account Manager||Charlotte Bals|
|Executive Creative Director||Rémi Babinet|
|Art Director||Agnès Cavard|
|Associate Art Director||Félix Falzon|
|Media Agency||Havas Media Group|
|Advertising Manager||Cécile Turkel|
|Traffic Director||Elise Herfort|
|Media Strategy Director||Martine Picard|
|Advertising Manager||Julien Nuzzo|
|Advertising Manager||Caroline Alzieu|
|Advertising Manager||Jennifer Fernandez|
|Art Buyer||Nathalie Gruselle|
|Production Company||Rita Productions|
|Print Producer||Sarah Belhadj|
|Print Producer||Annick Audoux|
|Print Producer||Martine Picard|
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