Perrier - "Nightclub"

Ogilvy Paris

Ogilvy Paris Levallois-Perret, França

Prêmios

15103

Marca: Perrier
País: França

Anunciante: Nestlé

Titulo	Nightclub
Titulo (língua original)	Boîte
Agência	Ogilvy Paris
Campanha	Melting - Perrier
Anunciante	Nestlé
Marca	Perrier
Posted	Junho 2009
Sector Empresarial	Águas minerais, com e sem gás
História	SUMMARY: Courage in communication was the key to bringing the Perrier brand back to profitable growth. The objectives of the campaign were to ensure a significant increase in volume in key markets (France objective : + 5%, Belgium objective : + 4%), to gain market share over key competitors: Badoit (France), Souroti (Greece), Spa Rouge (Belgium) and to recruit 200,000 new households in France, the domestic market of Perrier. The target audience was people between 25 & 45 years old, with a significant sensitivity to culture and 'art de vivre'. They choose a brand for what it stands for and what it says about them, so they give priority to magnetic and fashion brands. Two dimensions were essential to win the daily match against waters or sodas: being daring and refreshment. Being daring is essential both against other sparkling waters, as the agency wanted the creation to make them looking like dusty brands and against sodas, as Perrier needs to prove it is on the same playground as them. The creative challenge was to dramatize refreshment; to go a step further, from refreshment to extreme refreshment and to position the refreshment not only as a pleasure or a common need, but as a vital one. The melting dimension helped to build a breakthrough, daring communication, with very graphic and magnetic art direction and numerous details to discover at each viewing of the campaign. The campaign had spectacular results in terms of volume growth (+11% in France vs a target of +5%) and in terms of recruitment (+500,000 new households vs a target of +200 000). In Belgium the increase in volume was +13% against a target of +4%, while in Greece, Perrier gained +0,5 pts in value vs the leader Souroti, in a sparkling segment that suffered overall (-1.3% val).
Tipo de Mídia	Imprensa e publicações
Mercado	Bélgica, França, Grécia
Director criativo	Thierry Chiumino
Director de arte	Eve Roussou
Director de arte	Marie Farge
Fotógrafo	Jean Yves Lemoigne
Director executivo criativo	Chris Garbutt
Director de arte	Thierry Chiumino
Redator	Luc Chomarat
Supervisor de publicidade	Philippe Lepage
Account Manager	Sarah De Vilmorin
Supervisor de conta	Dominique Dreyfus-Bellois
Art Buyer	Laurence Nahmias
Retocador digital	Christophe Huet
Model Making	Nomansland FX
Model Making	Pascal Molina
Global Account Planner	Mercier Loic
Marketing Director	Virginie Le Roch