| Titolo | Baby & Me (case study) |
| Agenzia | BETC Paris |
| Campagna | Baby&Me |
| Cliente | Danone |
| Marca | Evian |
| Data di Prima Diffusione/Publicazione | 2013 / 4 |
| Settore | Acque minerali con gas |
| Trama | 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. |
| Trama (Lingua Originale) | SYNOPSIS: 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 (Lingua Originale) | La marque evian souhaite une fois encore offrir à son public un spectacle étonnant et jubilatoire. |
| Tipo di Media | Case Study |
| Lunghezza | |
| Market | Canada, Stati Uniti, Emirati Arabi, Cina, Giappone, Taiwan, Singapore, Russia, Ucraina, Belgio, Francia, Germania, Svizzera, Regno Unito |
| Colonna sonora | Here comes the Hotstepper by Yuksek |
| Casa di Produzione | Iconoclast |
| Associate Art Director | Félix Falzon |
| Copywriter | Valérie Chidlovsky |
| Traffic Director | Elise Herfort |
| Media Strategy Director | Martine Picard |
| Advertising Manager | Michael Aidan |
| Advertising Manager | Laurent Houel |
| Advertising Manager | Cécile Turkel |
| Advertising Manager | Alexis Thobellem |
| Account Manager | Marielle Durandet |
| Account Manager | Estelle Colas |
| Account Manager | Gaëlle Gicqueau |
| Account Manager | Isabelle Picot |
| Account Manager | Charlotte Bals |
| Executive Creative Director | Rémi Babinet |
| Art Director | Agnès Cavard |
| Agency Producer | Fabrice Brovelli |
| Director | we are from LA |
| Music | General Pop |
| Media Agency | Havas Media Network |
| Sound Production | GUM – Green United Music |
| Music Creative Director | Christophe Caurret |