Evian Film VOICES by BETC Euro Rscg Paris

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VOICES

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Industry Water
Media Film
Market France
Agency BETC Euro Rscg Paris
Production Bandits
Released January 2003

Awards

Eurobest 2003
Tv/Cinema Non Alcoholic Drinks Bronze

Credits & Description

SUMMARY
In order to sustain Evian’s premium price in a commoditized market, Evian’s “We will rock you” campaign adopted a whole new advertising approach: no longer consider Evian to be just a water brand, following the rules of the category, but change the brand’s status and transform it into a badge of youthfulness. To achieve this goal, the campaign went beyond advertising, conceiving a global “advertainment” in which adults singing a mythical song with children’s voices were the basis for a global entertainment program. Despite a modest advertising budget the campaign succeeded in reaching all of the goals set and achieving considerable market share gain.
Context

CAMPAIGN OBJECTIVES
Add value to the brand by claiming a specific and motivating benefit which justifies Evian’s premium price and thus helps stabilise Evian’s market share.

TARGET AUDIENCE
- In France, Belgium and Luxembourg where Evian is consumed by families on a daily basis the broad population was targeted.
- In the UK, where Evian is positioned more Premium, the target was the urban population belonging to the “A +” socio-economic class and ranging from 16 to 44 years old.

CAMPAIGN PERIOD
January 2003 to September 2003.
Philosophy/Solution

CREATIVE STRATEGY
The strategy was to transform Evian into a "Badge of Youthfulness". Youth is one of the strongest consumer aspirations, an aspiration that drives added value in most markets. An international TV commercial was launched, “Voices” : the revival of “We will rock you” by Queen, sung by adults with children’s voices expressing the inner youth inside us all and connecting Evian with a young spirit and powerful energy. This served to show that drinking Evian every day helps people feel young in body and mind.

MEDIA
- Broadcast
- Cinema

TOTAL MARKETING EXPENDITURE
Under € 5 million.

MEDIA STRATEGY
The media strategy that had proved successful in France was implemented on an international scale. The method aimed to maximize the effects of an average media investment using a creative strategy conceived to maximize impact.

In France, Belgium and the UK several media formats were deployed intensively for maximum impact and emotion, concentrating the larger share of media investments on powerful first bursts. Cinema broadcast immediately following the period of TV broadcasting was designed to generate immediate personal involvement.

In order to prolong the impact of the campaign launch, an international release of the ad soundtrack on CD and as a video clip was staged, thus obtaining the equivalent of free additional media coverage on TV and radio.
Results

- The campaign successfully changed the brand perception and increased the brand value. In France, Belgium and the UK substantial progress was achieved on all youthfulness indicators, as well as on price perception.
(Source: Milward Brown)
- Beyond the objective of stabilising market share, significant market share was gained in all markets, the UK for instance seeing a 3.5% volume share increase over the year.
(Source: Marketing scan/Nielsen MRCI – DEF)
- The ad itself was welcomed positively by the audience, achieving likeability scores 11% above the norm.
(Source: IPSOS France Post test March 2003)
- Substantial free media coverage was gnerated with the launch of the “We will rock you” single and through radio broadcasting of the song.
- The campaign became a “social phenomenon”, especially in France.
Title "Voices"
Original Title "Les voix de la jeunesse (anglais)"
Agency BETC Euro RSCG
City Paris
Production Company: Bandits
Advertiser SAEME
Brand Name Evian
Business Sector Mineral, Sparkling & Bottled Waters
Date of First Publication 1/24/2003
Market Belgium, France, Luxembourg, United Kingdom
Country of Production France
Language English
Type Television
Length 45 seconds
Soundtrack/Song "We Will Rock You"
Tagline Approved by your body as a source of youth
Original Tagline Déclarée source de jeunesse par votre corps
Creative Director Rémi Babinet
Art Director Eric Astorgue
Concept Eric Astorgue, Luc Rouzier
Copywriter Luc Rouzier
Director Pedro Romhanyi
Production Company Producer Emmanuel Guiraud
Agency Producer Fabrice Brovelli
Account Supervisor Marielle Durandet
Music Queen
Sound Capitaine Plouf
Sound Production Noise London
Advertiser's Supervisor Patrick Buffard