Evian - "Voices"

BETC Paris

BETC Paris Pantin, Francia

Premi

8075

Marca: Evian
Paese: Francia

Cliente: SAEME

Titolo	Voices
Titolo (Lingua Originale)	Les voix de la jeunesse (anglais)
Agenzia	BETC Paris
Campagna	We Will Rock You - Evian
Cliente	SAEME
Marca	Evian
Data di Prima Diffusione/Publicazione	2003 / 1
Settore	Acque minerali con gas
Slogan	Approved by your body as a source of youth
Slogan (Lingua Originale)	Déclarée source de jeunesse par votre corps
Trama	Music: We Will Rock You (B May), Copyright 1977 Queen Music Ltd, courtesy of EMI Music Publishing, KCPK remix 2003 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.
Filosofia	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.
Problema	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.
Risultato	- 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.
Tipo di Media	Televisione
Lunghezza	45 seconds
Market	Belgio, Francia, Lussemburgo, Regno Unito
Colonna sonora	We Will Rock You
Sound	Capitaine Plouf
Art Director	Eric Astorgue
Concept	Eric Astorgue
Concept	Luc Rouzier
Copywriter	Luc Rouzier
Director	Pedro Romhanyi
Agency Producer	Fabrice Brovelli
Creative Director	Rémi Babinet
Music	Queen
Casa di Produzione	Bandits
Sound Production	Noise London
Production Company Producer	Emmanuel Guiraud
Account Supervisor	Marielle Durandet
Advertiser's Supervisor	Patrick Buffard