Perrier Case study SECRET PLACE by Deslegan/BBDO France, Ogilvy Paris

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SECRET PLACE

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Industry Water
Media Case study
Market France
Agency Deslegan/BBDO France
Director Laurent King
Chief Creative Officer Chris Garbutt
Creative Director Thierry Chiumino, Frederic Levron
Art Director Baptiste Clinet, Nicolas Lautier, Chris Rowson, Florian Bodet
Agency Ogilvy Paris
Director Laurent King
Chief Creative Officer Chris Garbutt
Creative Director Thierry Chiumino, Frederic Levron
Art Director Baptiste Clinet, Nicolas Lautier, Chris Rowson, Florian Bodet
Released May 2013

Awards

Cannes Lions 2013
Branded content & entertaiment lions Branded Entertainment; Best use or integration of gaming Gold

Credits & Description

Type of entry: Branded Entertainment
Category: Best use or integration of gaming
Advertiser: NESTLE WATERS
Product/Service: PERRIER
Agency: OGILVY FRANCE Paris, FRANCE
Chief Creative Officer: Chris Garbutt (Ogilvy France)
Creative Directors: Frederic Levron/Thierry Chiumino (Ogilvy France)
Art Directors: Baptiste Clinet/Nicolas Lautier/Florian Bodet/Chris Rowson (Ogilvy France)
Copywriters: Baptiste Clinet/Nicolas Lautier/Florian Bodet (Ogilvy France)
Head Of Production: Laure Bayle (Ogilvy France)
Films/Digital Producers: Hugo Diaz/Diane De Bretteville/Cyril Duval/Sandra Petrus (Ogilvy France)
Account Management: Constance Capy Baudeau/Stanislas Vert (Ogilvy France)
Film Director: Laurent King ()
Story Development: Olivier Domerc ()
Digital Director: Benjamin Przespolewski ()
Technical Director: Sami Meziani ()
Production Manager: Caroline Petruccelli ()
Production Designer: Arnaud Roth ()
Sound: Franck Marchal/Alexandre Poirier (Le Comptoir Du Son)
Advertiser's Supervisors: Muriel Koch/Fabienne Bravard/Armelle Roulland (Nestle Waters)
Describe the campaign/entry
This campaign is mainly made for French, Canadian and American markets. Its goal is to attract and engage a younger
target - 25 to 35 years olds- who are seeking new and sophisticated experiences in art, parties, and on the web.
Among this population, Digital is much more relevant to create engagement with a brand rather than TV, that we use to touch a more global audience.
Furthermore, there are many legal limitations in traditionnal channels in France.
Perrier is deeply linked withnightlife culture, and need to leverage this asset to engage with its younger target. Unfortunatly, nightlife convey many constraints on traditional media that prevent us from expressing the daring, provocative and sexy personality of Perrier. In short, digital was the most relevant medium to nourrish the relationship Perrier is engaging with the nightlife culture through a bold and consistent branded content experience.

Results
Perrier is much more than a sparkling water, it's an icon. But its consumers are getting older. For the past few years Perrier focused its attention to nourishing its relationship with its younger target. The brand leveraged its off-beat personality and its close link to nightlife, which are very important pillars of Perrier's DNA.
Perrier is the ultimate refreshment when things turn hot. Keeping your body and mind fresh, it allows you to face
extreme temperatures, but also avoid missing
anything in the heat of the night. The fresher you are, the more you experience.
From this, we designed a digital experience that enable people to live a party they wouldn't normally live, but have always dreamed about being invited to. So we conceived " PerrierSecretPlace", the first interactive film that puts you in the shoes of a guest who goes to a very special evening party. An evening where all guests will live their craziest fantasies. Whatever your fantasies are, Perrier will allow you to live them all, and will take you along for a great ride. To do so, all characters that you see on screen are clickable. By playing their role, you could live their fantasy. Choose among 60 different lives, and as many fantasies, to live the night you want to live... There are almost 10 000 differents way to experience this party.
It is a 80 minutes experience conceived with a real movie studio production, for 18 months.
To give users the opportunity to continue the party in real life, we have hidden a secret Perrier bottle somewhere in the party. If you find it, you may have a chance to win an exclusive invitation and go to one of the craziest parties all around the world.

This experience happens on a microsite, perriersecretplace.com.
To maximize the way we were reaching our target, we orchestrated the following:
1. Bloggers were invited to our extraordinary shoot, the kind they've always longed to be part of, so they would share their experience
2. We teased our community a week before the launch.
3. We worked with Blog seeding providers to encourage
word-of-mouth and spread widely the experience.
4. Then paid media (display) was used to reach massively our targeted audience.
5. Through social media, we gave clues for the bottle quest to animate our community and recruit new fans.

By making such an playful and immersive experience, we have been able to create 93,330 hours of engagement. We closely worked with the media agency, Zenith Optimedia, to define a media plan that would generate a lot of earned media (estimated at around 1 million dollars). By doing so, 4 millions of fantasies have been lived by 1.4 millions peoples, with 47% belonging to our target - the 25/35 years olds. Many of them became fans : since this campaign, our fanpage has increased its fanbase by 72%.