Gaëlle Gicqueau
Agency Management at BETC
Paris, Frankreich
TitelFred/Enzo
Agentur
Kampagne Baby&Me
Werbende Danone
Marke Evian
Datum der ersten Ausstrahlung/Veröffentlichung
Geschäftsbereich Mineral- & Sprudelwasser
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 (Originalsprache) 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.
Philosophie La marque evian souhaite une fois encore offrir à son public un spectacle étonnant et jubilatoire. 
Medientyp Außenwerbung
Länge
Markt Kanada, Vereinigte Staaten von Amerika, Vereinigte Arabische Emirate, China, Japan, Taiwan, Singapur, Russland, Ukraine, Belgien, Frankreich, Deutschland, Schweiz, Großbritannien
Media Agency
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Executive Creative Director
Art Director
Stellvertretender Art Director
Texter
Werbeleiter
Traffic Director
Media Strategy Director
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Fotograf
Art Buyer
Produzent
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