Perrier - "Nightclub"

Ogilvy Paris

Ogilvy Paris Levallois-Perret, Frankreich

Awards

15096

Marke: Perrier
Länder: Frankreich

Werbende: Nestlé

Titel	Nightclub
Titel (Originalsprache)	Boîte
Agentur	Ogilvy Paris
Kampagne	Melting - Perrier
Werbende	Nestlé
Marke	Perrier
Posted	JunI 2009
Geschäftsbereich	Mineral- & Sprudelwasser
Story	SUMMARY: Courage in communication was the key to bringing the Perrier brand back to profitable growth. The objectives of the campaign were to ensure a significant increase in volume in key markets (France objective : + 5%, Belgium objective : + 4%), to gain market share over key competitors: Badoit (France), Souroti (Greece), Spa Rouge (Belgium) and to recruit 200,000 new households in France, the domestic market of Perrier. The target audience was people between 25 & 45 years old, with a significant sensitivity to culture and 'art de vivre'. They choose a brand for what it stands for and what it says about them, so they give priority to magnetic and fashion brands. Two dimensions were essential to win the daily match against waters or sodas: being daring and refreshment. Being daring is essential both against other sparkling waters, as the agency wanted the creation to make them looking like dusty brands and against sodas, as Perrier needs to prove it is on the same playground as them. The creative challenge was to dramatize refreshment; to go a step further, from refreshment to extreme refreshment and to position the refreshment not only as a pleasure or a common need, but as a vital one. The melting dimension helped to build a breakthrough, daring communication, with very graphic and magnetic art direction and numerous details to discover at each viewing of the campaign. The campaign had spectacular results in terms of volume growth (+11% in France vs a target of +5%) and in terms of recruitment (+500,000 new households vs a target of +200 000). In Belgium the increase in volume was +13% against a target of +4%, while in Greece, Perrier gained +0,5 pts in value vs the leader Souroti, in a sparkling segment that suffered overall (-1.3% val).
Medientyp	Presse & Publikationen
Markt	Belgien, Frankreich, Griechenland
Creative Director	Thierry Chiumino
Art Director	Eve Roussou
Art Director	Marie Farge
Fotograf	Jean Yves Lemoigne
Executive Creative Director	Chris Garbutt
Art Director	Thierry Chiumino
Texter	Luc Chomarat
Leiter der Werbeabteilung	Philippe Lepage
Kundenbetreuer	Sarah De Vilmorin
Account Supervisor	Dominique Dreyfus-Bellois
Art Buyer	Laurence Nahmias
Digitale Retuschierung	Christophe Huet
Modellbauer	Nomansland FX
Modellbauer	Pascal Molina
Global Account Planner	Mercier Loic
Marketing Director	Virginie Le Roch