Perrier Promo PERRIER BY DITA by Ogilvy Paris

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PERRIER BY DITA

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Industry Water
Media Promo & PR
Market France
Agency Ogilvy 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 Online Advertising in a Promotional Campaign
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=2tiR0s28tSg
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)
: B-Reel
: 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 - July 2010
Media placement: Digital Campaigne-Chapter 2 - Stand Alone Website - December 2010
Media placement: IAd - IAd - January 2011

Describe the objective of the promotion.

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 stronger these two dimensions, the more magnetic and iconic the brand becomes and can compete with both sparkling waters and soft.
The last years, the emotional side was a bit forgotten and Perrier started to be disconnected with a younger target. In parallel of traditional communication, Perrier launched in 2010 a limited edition to accelerate sales, make the brand sexy again and recruit younger consumers.

Describe how the promotion developed from concept to implementation.
It all started with Dita Von Teese, a perfect match with the premium and sexy image of Perrier. In order to offer more than just a limited edition, an online experience was created. We asked Dita Von Teese to tease on social networks a month before the launch of PerrierByDita. During all summer, the Perrier Mansion was a blast. It was such a success that we launched a second chapter in December, with a new room in the Mansion. And to make it even more connected with the trendsetters audience, we released a mobile version of the Mansion via iAd.

Explain why the method of promotion was most relevant to the product or service.
Well, a limited edition is not necessary new for the category. But a limited edition from Perrier couldn’t be déjà-vu. So the challenge was to reinvent this quite classic exercise.
We decided to go further than the product experience and immerse consumers in an interactive, transgressive and addictive experience, more able to reinforce the magnetism of the brand towards a younger target. Digital was quite new for Perrier. People were used to see incredible TVCs or prints from the brand, now it was time for them to participate, to be engaged in the brand universe through sexy and awesome experiences

Describe the success of the promotion with both client and consumer including some quantifiable results.
Both chapter 1 and 2 of the Perrier Mansion have generated excellent results:
– More than 800 000 unique visitors.
– 6 minutes spent on average on the website.
– 1,5 million video views on YouTube.
– More than 4000 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.