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Evian Baby And Me Case Study

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.

Evian has refreshed its hugely successful ‘Evian babies’ campaign, with a new viral video that matches dancing adults to their toddler counterparts. Supported by baby face-changing app, the ad has notched up over 45 million views on YouTube.The new ‘Baby & Me’ ad campaign from agency BETC was shot by We Are From LA through production company Iconoclast. This latest video sees Evian’s babies repeat the formula of previous babies videos to represent “your gleeful inner child,” but this time they want to dance with you.

The ad follows the 2009′s ‘Roller Babies’ ad, which featured a diaper-clad dance crew getting down to the beat of American hip hop trio The Sugarhill Gang’s “Rapper’s Delight.” The Guinness World Record holder for most-viewed online ad, ‘Roller Babies’ has been seen more than 65 million times.

The new ‘Baby & Me’ ad campaign from agency BETC was shot by We Are From LA through production company Iconoclast.

This latest video sees Evian’s babies repeat the formula of previous babies videos to represent “your gleeful inner child,” but this time they want to dance with you.

Keeping to m Evian’s ‘Live Young strap line’ the ad features a group of adults who feel compelled to dance around (to the sound of an Evian-commissioned remix of Ini Kamoze dance floor bomb Here Come The Hotstepper) in front of a reflective shop window after discovering their reflections are, in fact, baby versions of themselves.

The video has garnered over 45 million views in the three weeks it’s been available on YouTube.

According to Visible Measures: ”Baby & Me took top billing on the Viral Chart [in the last week of April], garnering a True Reach of more than 35.8 million views. The campaign also has more than 80 related clips, 740,000 Facebook shares, and 11,000 comments. Since it’s debut on April 19, the campaign has raked in a True Reach of more than 42.3 million views.”

The campaign includes an app that allows users to generate baby versions of themselves using facial recognition software, and outdoor events that will bring the "dancing with my baby-me” concept to life on digital posters.

BETC Digital teamed up with B-Reel and created a special app that will be available on iPhone, Android or Facebook from mid-May. Thanks to a partnership with Photomaton, the experience will also be available in “Baby booths” during the launch.

The brand's connection with infants goes back to 1935 when it was recommended as the ideal water for babies because of "its pH-neutral mineral composition."

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