PERRIER BY DITA by Ogilvy & Mather Paris for Perrier

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PERRIER BY DITA

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Industry Water
Media Promo & PR, Case study
Market France
Agency Ogilvy & Mather Paris
Executive Creative Director Chris Garbutt
Creative Director Fabio Costa Tbwa\chiat\day
Art Director Baptiste Clinet Ogilvy Paris, Florian Bodet Ogilvy Paris, Nicolas Lautier Ogilvy Paris
Released July 2010

Credits & Description

Category: Best Use of Mobile Devices
Advertiser: NESTLÉ WATERS
Product/Service: PERRIER
Agency: OGILVY FRANCE
Date of First Appearance: Jul 9 2010
Entrant Company: OGILVY FRANCE, Paris, FRANCE
Entry URL: http://www.youtube.com/watch?v=koAuctGQFFg
Executive Creative Director: Chris Garbutt (Ogilvy France)
Creative Director: Fabio Costa (Ogilvy France)
Art Director: Baptiste Clinet (Ogilvy France)
Art Director: Florian Bodet (Ogilvy France)
Art Director: Nicolas Lautier (Ogilvy France)
Writer: Baptiste Clinet (Ogilvy France)
Writer: Florian Bodet (Ogilvy France)
Writer: Nicolas Lautier (Ogilvy France)
Agency Producer: Martine Boucher (Ogilvy France)
Agency Producer: Evelyne Callot (Ogilvy France)
Production Company: B-Reel
Film Director: Anders Hallberg
Account Director: Thomas Christiaen (Ogilvy France)
Head of Digital and Brand Content: Frédéric Levron (Ogilvy France)
Marketing Director: Emmanuel Manichon (Neslte Waters)
Brand Manager: Fabienne Bravard (Nestle Waters)
Account Manager: Charles-Antoine Duron (Ogilvy France)
Account Manager: Hugo Diaz (Ogilvy France)
Media placement: Digital Campaign-Chapter 1 - Stand Alone Website - November 2010
Media placement: Digital Campaigne-Chapter 2 - Stand Alone Website - December 2010
Media placement: IAd - IAd - January 2011

Insights, Strategy & the Idea
Perrier has always been a brand that works with two dimensions. From a rational side, its historical promise of extreme refreshment. From a more emotional one, its “hype” personality.
The last years, the emotional side was a bit forgotten and Perrier started to be disconnected with a younger target. Perrier launched in 2010 a limited edition with Dita Von Teese to accelerate sales, make the brand sexy again and recruit younger consumers.

Plenty of limited editions are launched every year in the category, the challenge was to reinvent this very classic exercise.
Through PerrierbyDita.com, Perrier immersed younger consumers in an interactive, transgressive and addictive experience. With all the material done to drive to Perrierbydita.com (Foursquare/Twitter invitation, Facebook Connect…) and the content of the site itself (awesome gaming experiences), the site became as magnetic as the brand itself for bloggers, medias, or consumers who talked a lot about it.

Creative Execution
The Perrier Mansion is a fully interactive video-website that immerses the web-user in a sensual and intimate universe. Gliding into various rooms of this virtual place, the web-user is invited to follow Dita Von Teese and play seduction games. The first part launched last July has been enriched in December by a second chapter where the web user witness a new show of Dita : a glamorous striptease that can be seen until the end only by triumphing over other web-users.
A display media campaign was implemented in July 2010 for the first chapter while in December, the launch of the chapter 2 has been carried out by bloggers and web- users.
To support the website, Perrier offered to smartphone users, a unique mobile experience by developing one of the first i-Ad in Europe. The application allowed them to experience the show into the palm of their hands.

Results and Effectiveness
– More than 800,000 unique visitors.
– 6 minutes spent on average on the website.
– 1,5 million video views on YouTube.
– More than 4,000 media and blog fall out
– Over 30000 fans on Facebook.
– +7 pts image on the « trendy » and « modern » items

The iAd generated an extraordinary level of engagement:
- Time spent on the iAd above 2 min which is 2 times the iAd average.
- A click rate of 1.85% which is 10 time the average click rate on traditional web-banners