3. Michael Aidan, ESCP Europe, Mar.22 2010 Evian Leveraging the web to become a Top Global Brand again
4.
5.
6. Evian is available in 152 countries yet with two very distinct identities Total market leader AFH focus Luxury / Frenchness / models & celebrities Essentiality / Youth / babies
7. An opportunity : leverage the web and the universal appeal of babies to create one global platform
8. June 4 June 15 TV in France and Belgium 60’’ / 30’’ Making of + babies interviews on the web D-DAY 60’’ reveal on YOU TUBE July 3 (& 6) 2 amateur baby films remix of Rappers Delight by DTA July 5 A viral global launch FR B CH G US UK JPN EVX VIRAL ACTIVATION MEDIA MIX You Tube + TV You Tube + TV You Tube + CINE/TV You Tube + EVENT You Tube +US open You Tube You Tube no
9. A viral launch with 2 streams Both leading to a global reveal on July 3 Remix contest launched on all social networks May 29 2009 2 amateur babies videos posted on June 4 and June 15 2009
10. 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
17. The copy has boosted all brand image dimensions : iconicity, health, purity / origin + 12 + 7 + 12 + 9 + 6 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 from the French Alps An iconic brand of the bottled still water category A brand which is an icon of a healthy living An innovative brand An "avant-garde" brand A fashionable, trendy brand +7 +11 + 14 + 23 + 12 Origin/ Purity Iconicity Health
18.
19.
20. A target that is incremental to TV viewers TV-contact(s) TV-campaign reach: 71.6% 3.5% incremental reach YouTube * 95% of all YouTube contacts had no TV contact 3.5% Sources: TV reach MediaMetrie YT Reach = NetView Unique YT reach calculated via the brand survey YouTube contact(s) 0.2% Reached by both YouTube and TV Figures are based upon the reach of any Evian content on YouTube Exposure to Evian Campaign Period: 1 st – 31 st July