iStrategy Amsterdam 2011 : Michael Aidan, Global Brand Director, Evian - Reinventing a Global Brand Through Digital (Day One - Split Stream Interactive Workshops)
9. Our strategic choice : build the full brand ladder yet focus advertising on emotional benefit only EMOTIONAL BENEFIT FUNCTIONAL BENEFIT REASONWHY YOUTH HEALTH PURITY FEEL HAS DOES
10. A straightforward brief Evian needs a copy that : - goes up the brand ladder : Youth - is consistent with the brand heritage where it has one : babies as a symbol - is global / creates one universal platform - is web centered as few CBU’s have €€ - is viral (!!!)
12. A global viral launch remix of Rappers Delight by DTA TV in France and Belgium 60’’ / 30’’ D-DAY 60’’ reveal on YOU TUBE 2 amateur baby films Making of + babies interviews on the web June 15 July 3 (& 6) July 5 July 20 June 4
13. A viral launch with 2 streams Remix contest launched on social networks May 29 2009 2 amateur babies videos posted on June 4 and June 15 2009 Both leading to a global reveal on July 3
14. Viral starts at home Email to 12.000 Danoners – June 17 feel free to forward if you enjoyed it Similar email for customers and suppliers
15. Rollerbabies : success beyond expectations Driving massive PR 2. Strongly building image 3. Boosting sales in all geographies 4. Reaching a new target 5. Building a unique global Youth platform embodied by the Evian babies
16. Image : The campaign builds all brand pilars Iconicité An iconic brand of the bottled still water category A brand which is an iconof a healthy living An innovative brand An "avant-garde" brand A fashionable, trendy brand +7 +11 + 14 + 23 + 12 Origine / Pureté Santé The best water for babies A water which helps me to renew water in my body A water good for my health An extremely pure water A water that comes fromthe French Alps + 7 + 12 + 12 + 9 + 6
17. Business impact : strong across both clusters FRANCE UK 128 118 112 109 100 100 Source / Nielsen Panel Source / Nielsen Panel SINGAPORE USA - NY 132 106 114 121 100 100 Source / Nielsen Panel Source / Nielsen Panel
18. Reach of a new target which is not TV’s Exposure to Evian Campaign Period: 1st – 31st July Reachedbyboth YouTube and TV TV-contact(s) TV-campaign reach: 71.6% 0.2% 3.5% 3.5%incrementalreach YouTube* 95% of all YouTube contactshadno TV contact Figures are based upon the reach of any Evian content on YouTube YouTube contact(s) Sources: TV reach MediaMetrie YT Reach = NetView Unique YT reach calculated via the brand survey