Evian Promo, Case study TOUR DE FRANCE by Optimum Media OMD Moscow

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Industry Water
Media Promo & PR, Case study
Market Russia
Agency Optimum Media OMD Moscow
Released September 2010

Credits & Description

Category: Fast Moving Consumer Goods
Advertiser: DANONE
Product/Service: EVIAN
Date of First Appearance: Sep 5 2010
OMD Fuse: Anton Belashov (Senior FUSE Manager)
OMD Fuse: Violetta Myslina (FUSE Manager)
OMD Digital: Ilya Tsinker (Digital Manager)
Optimum Media OMD: Juliya Prokopenko (Media Group Head)
Media placement: TV Sponsorship, 6 episodes - First Channel - September, 5th, 2010

Insights, Strategy & the Idea
How to make small premium FMCG brand become legendary and desired within 3 months?
Create positive associations, tell an interesting story about the dainty French origin and distance it from mainstream competitors?
While providing national cover within a modest budget?
One just needs to find a 100%- relevant TV story to integrate in!

And we were lucky to do it…
2010 was declared the year of France in Russia

More than 50% of Evian target are highly interested in tourism and travelling

>> Weekly TV program Tour De France to be aired on the biggest Russian TV channel!

Creative Execution
Everything works in the favour of Evian:
- Two TV-hosts are A-class celebrities
- Travelling in search of the special spirit of France
- Beautiful pictures and interesting stories told by charismatic people
The Agency has negotiated tailoring the plot for the client’ s needs to ensure smooth and natural integration of Evian into content while being both visible, engaging and appearing on various occasions…
Born at Evian-le-Bains town, which is a favourite Spa-resort of famous politicians, monarchs, Hollywood celebs
Taken from purest virgin springs in the French Alps
Both served at the most prestigious locations and good for drinking during one’s daily routine

Results and Effectiveness
- First appearance on TV: within beautiful story, at top TV channel, with A-class celebrities

- Excellent business and brand health performance: +42% consumers, +27% loyalty

- Three times less expensive vs. direct TV advertising cost!