ROLLERBABIES by BETC Euro Rscg Paris for Evian

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ROLLERBABIES

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Industry Water
Media Promo & PR, Case study
Market France
Agency BETC Euro Rscg Paris
Director Director - Michael Gracey
Executive Creative Director Remi Babinet
Creative Director Vincent Vella
Art Director Agnes Cavard
Copywriter Valerie Chidlovsky
Photographer Nathaniel Goldberg
Released June 2009

Credits & Description

Category: Best Use of Online Advertising
Advertiser: DANONE
Product/Service: EVIAN MINERAL WATER
Agency: BETC EURO RSCG
Date of First Appearance: Jun 5 2009 12:00AM
Entrant Company: BETC EURO RSCG, Paris, FRANCE
Entry URL: http://liveyoungtraining.evian.com/
Executive Creative Director: Rémi Babinet (BETC Euro RSCG)
Art Director: Agnès Cavard (BETC Euro RSCG)
Copywriter: Valérie Chidlovsky (BETC Euro RSCG)
Director: Michael Gracey
Agency Account Management: Marielle Durandet/Dominique Verot (BETC Euro RSCG)
Advertiser's Supervisor: Michael Aidan (Danone)
Agency Account Management: Olivier Vigneaux/David Roux (BETC 4D)
Creative Director: Vincent Vella (BETC 4D)
Web Art Director: David Tamayo (BETC Euro RSCG)
Web Copywriter: Pierre Duquesnoy (BETC Euro RSCG)
Community Management: Alexis Thobellem (BETC Euro RSCG)
Media Strategy Manager: Martine Picard (BETC Euro RSCG)
TV Producer: Fabrice Brovelli (BETC Euro RSCG)
Music Supervisor: Christophe Caurret (BETC Euro RSCG)
Production Company: (Partizan)
Music: (BETC Music)
Photographer: Nathaniel Goldberg
Media placement: TV - BFM, Direct 8, Discovery Real Time, Eurosport France, Fox Life, Luxe TV, Mezzo, - 5/7/ 2009 - 26/7/2009
Media placement: TV - NRJ 12, Planète Thalassa, TMC, Voyages, Canal+, France2, France3, France5, M6,TF - 5/7/ 2009 - 26/7/2009
Media placement: TV - Canal+ Décalé, Jimmy, Comédie, Cuisine, I-Télé, Téva, W9, - 31/08/2009 - 11/10/2009
Media placement: TV - NRJ 12, Planète Thalassa, TMC, Voyages, Canal+, France2, France3, France5, M6,TF - 31/08/2009 - 11/10/2009
Media placement: TV - BFM, Direct 8, Discovery Real Time, Eurosport France, Fox Life, Luxe TV, Mezzo, - 31/08/2009 - 11/10/2009
Media placement: Web - Evianliveyoung, Utube - 5/6/2009 - Still Running

Results and Effectiveness
Massive, positive PR noise, buzz, virality around the brand: • Over €5m in free airtime, 102m views for the campaign– with Rollerbabies becoming the most-viewed ad on the web ever (Guinness World Records). • Time Magazine advert of the year, #1 for the Wall Street Journal, Guardian Top 5. • Internet users watch the ad 3 times on average. Ad viewers are 3 times more likely to go to the evian website than average. • One of the top 20% most-effective ads ever - source GfK France, Belgium, Germany With impressive sales results so far: • France: +7% in sales • UK: +13% in market share • Canada: +7% in market share

Creative Execution
Spectacular & entertaining babies at the heart of the execution : The evian campaign stages a group of babies roller skating and dancing a hip-hop freestyle. A unique idea, implemented across an extensive media mix, to appeal to a maximum number of people, to encourage them to appropriate and propagate the campaign themselves. Maximising complementarities between media for maximum results • Digital – A full entertainment programme was created online, with 2 pre-launch viral movies, a Premiere, a Making Of, and interviews with the babies on YouTube, blogs and the new evian LiveYoung website. • PR – to activate the world’s media and stimulate general interest around the campaign and the brand. • Events – Berlin Fashion Week, US Masters etc – to engage consumers locally. • TV & Cinema - to leverage the entertainment dimension • Print - To complete the message of the campaign, 7 months after the launch of the first film. • The Live Young Training Website – to continue engaging consumers with the brand.

Insights, Strategy & the Idea
Context: the Natural Mineral Water Market is under pressure in Europe because of sustainability, and economical issues. With the cheapest water option, tap water, on the rise. Marketing objectives: To justify evian’s premium status. Evian is 3 times more expensive than other brands of spring water in France. The gap can be even broader in the rest of Europe, e.g. in the UK, Germany and Belgium. Communication objectives : Turn evian into a truly global brand, with a consistent territory worldwide. Strengthen evian’s equity, therefore fueling its emotional appeal, to reconnect with its consumers. Create a global event on the brand, at low-investment levels, to get the brand back to the forefront. Idea: Use youth –more specifically babies, a traditional concept for evian - to valorise the values of evian - one of man’s greatest aspirations, and an attitude, a mindset that creates engagement from consumers, cross-generation and cross-geographies.