LIVE YOUNG by MPGMC New York for Dannon

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LIVE YOUNG

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Industry Water
Media Film
Market United States
Agency MPGMC New York
Released June 2012

Awards

Cannes Lions 2012
Media Lions Best Use of Integrated Media Bronze

Credits & Description

Type of entry: Best Integrated Campaign
Category: Best Use of Integrated Media
Advertiser: DANNON
Product/Service: BOTTLED WATER
Agency: MPGMC New York, USA
Advertiser DANNON
Product BOTTLED WATER
Entrant MPGMC New York, USA
Type of Entry: Best Integrated Campaign
Category: Best Use of Integrated Media
Title: LIVE YOUNG
Advertiser/Client: DANNON
Product/Service: BOTTLED WATER
Entrant Company: MPGMC New York, USA
DM/Advertising Agency: EURO RSCG New York, USA
Media Agency: MPGMC New York, USA
Vice President Marketing/Danone Waters: Jerome Goure (Evian)
Senior Brand Manager/Danone Waters: Preetam Rao (Evian)
Brand Manager/Danone Waters: Aurelie Valente Patterson (Evian)
Account Director: Jen Ray (MPGMC)
Vice President Account Director: Lisa Anderson (MPGMC)
Senior Mobile Marketing Specialist: Danny Englander (Mobext)
Vice President Account Director: Jessica Freely (Chrysalis)
Account Manager/Producer: Ruth Heronemus (MKG)
Account Director: Tatiana Sochurek (EURO RSCG)
Account Executive: Christina Doe (EURO RSCG)
Account Executive: Antoine Clemenceau (Betc EURO RSCG)
Director Of Client Services: Vanessa Difebo (EURO RSCG)
Senior Vice President Managing Director: Andrea Millett (MPGMC)
Executive Vice President Group Media Director: Bonnie Barest (MPGMC)
Senior Vice President Managing Director: Lauren Barbera (Chrysalis)
Director Of Digital Strategy: Dave Brown (MPGMC)
Social Media Coordinator: Brooke Andersen (MPGMC)
Media Supervisor: Deirdre Noonan (MPGMC)

Results

US brand indicators:
•+16ppts assisted awareness vs YA at 91% in New York
Volume:
•+20% in Manhattan during the activation period and +34% in Chicago
Market share:
• NY: Regained leadership at 38.4%
• Chicago: regained second position at 29.2%
Online figures:
• Youtube Evian channel ranking pre and post-campaign: #12 most-viewed channel of all times
• US :60 second viewers: 2,613,298
• US Facebook global: +65,000 and 159,356 likes
• US participants in the longest ever video: 8 hours/18 minutes/50 seconds
• T-shirts sold : 600 on www.fredflare.com
• Over 20,000 total touch screen activations, nearly 5,000 per location throughout the campaign

Creative Execution

We inspired America to feel young with Evian´s 60-second video “The Baby Inside.” The commercial uses stop-motion technology – think childhood flipbooks – with men and women wearing a t-shirt printed with the bodies of babies in different poses, (with the heads of adults and the “bodies” of babies, we amplified the “live young” mindset) . The video quickly picked up popularity on YouTube, Evian's Facebook page and Vimeo.
Using their webcam or iPhone-app, consumers recorded themselves and uploaded their videos to our custom site “the longest music video ever” to be added to a video. Users could also purchase licensed t-shirts, ringtones and apps from the microsite.
Facebook posts and geo-targeted-on-line display advertising encouraged users to participate in video booths at Evian events, point-of-sales and OOH mobile-trucks.
Digital OOH with backlit bus shelter panels and five touch-screens each featured a fully integrated screen, translating consumer movement into a digital baby dancer.


In the US, Evian has had an increasingly hard time justifying its premium price point. The
competition has grown stronger, particularly Smartwater, which uses high-profile celebrity endorsements (like Jennifer Aniston) and Fiji, which has elaborate packaging.
In 2011, our challenge was to reverse a decade-long sales decline with an extremely limited marketing budget. With specific goals to:
- Drive sales during promotional windows by 25%, and grow annual sales 5%
- Increase TOM awareness; build a relationship and proximity with consumers through Evian’s positioning.
Evian water helps maintain a body’s health and youthfulness. Every time we make a health decision which makes us feel better, we want to share with friends. This is particularly true if the decision helps us feel younger.
We invited people to co-create a part of Evian’s content, connecting with them in new engaging ways, and fuelling their conversations through its highly inspirational motto “live young.”