Evian - "Baby & Me"

BETC Paris

BETC Paris Pantin, França

Prêmios

61646

Marca: Evian
País: França

Anunciante: Danone

Titulo	Baby & Me
Agência	BETC Paris
Campanha	Baby&Me
Anunciante	Danone
Marca	Evian
Data da primeira Transmissão/Publicação	2013 / 4
Sector Empresarial	Águas minerais, com e sem gás
História	SUMMARY: In a trivialized and price-driven market, with consumers reluctant to spend money on bottled water, evian faced fierce competition in a category where price promotion had become a key driver. evian needed to justify its premium price by building brand value and preference. This campaign set out to reconnect the brand with the deep meaning of the benefit of youth, to create an event around the brand and stand out despite a very limited budget, and to generate additional volume sales evian Baby&Me helped everyone reconnect to their inner baby, using a playful digital application to let consumers live the experience, an entertaining film where adults met their reflections as babies, Out-of-Home to add to the universality of the youth benefit and street events. The campaign maximised earned media, reinforced the brand’s characteristics of youth, closeness and price justification and generated additional volume sales. 24 million babies were generated on the App, which became the most downloaded App on the Apple store in the entertainment category for 2 weeks. Most importantly, sales volume and value increased in all target markets, especially in the UK, where average weekly sales grew 30% immediately after the ad launched.
História (língua original)	Tout commence par une rencontre : alors qu’il marche dans la rue, un homme tombe nez à nez avec son reflet dans un miroir… mais en version bébé. Différents personnages vivent à leur tour la même expérience troublante. Chacun d’entre eux se met à jouer avec son « baby-me3» : être ainsi connecté avec sa jeunesse intérieure engendre un sentiment de liberté, un lâcher prise, un joyeux délire spontané et communicatif… Et le jeu se transforme en danse, sur une musique culte : « Here comes the Hotstepper », remixée par Yuksek pour evian.
Filosofia (língua original)	La marque evian souhaite une fois encore offrir à son public un spectacle étonnant et jubilatoire.
Tipo de Mídia	Viral
Comprimento	76 seconds
Mercado	Canadá, Estados Unidos, Emirados Árabes Unidos, China, Japão, Taiwan, Cingapura, Rússia, Ucrânia, Bélgica, França, Alemanha, Suíça, Reino Unido
Trilha sonora	Here comes the Hotstepper by Yuksek
Produtora	Iconoclast
Director associado de arte	Félix Falzon
Redator	Valérie Chidlovsky
Director de tráfego	Elise Herfort
Media Strategy Director	Martine Picard
Director de publicidade	Michael Aidan
Director de publicidade	Laurent Houel
Director de publicidade	Cécile Turkel
Director de publicidade	Alexis Thobellem
Account Manager	Marielle Durandet
Account Manager	Estelle Colas
Account Manager	Gaëlle Gicqueau
Account Manager	Isabelle Picot
Account Manager	Charlotte Bals
Director executivo criativo	Rémi Babinet
Director de arte	Agnès Cavard
Produtor da agência	Fabrice Brovelli
Realizador	we are from LA
Música	General Pop
Media Agency	Havas Media Network
Produção de som	GUM – Green United Music
Music Creative Director	Christophe Caurret