Liv e Young L i v e Cool L i v e P u r e UR B AN OAS I S S U M M E R P O P - U P C O O L I N G S TAT IO NPREPARED ON: MARCH 31, 2012 MOSAIC PRODUCTIONS NYCPREPARED FOR: EVIAN/ DANONE GROUP W W W. M - N Y C . C O M I N F O @ M - N YC .C O M
Liv e Young L i v e Cool L i v e P u r e TABLE OF CONTENTS Campaign Overview Evian’s Legacy Evian Today The Concept: Urban Oasis The Opportunity The Experience Programming/ Entertainment ‘The Trip’ The Site The Results MOSAIC PRODUCTIONS NYC 01 W W W. M - N Y C . C O M I N F O @ M - N YC .C O M
Liv e Young L i v e Cool L i v e P u r e Campaign Overview Live Young, Live Cool, Live Pure is a fully integrated, interconnected social, digital and physical campaign, designed to augment Evian’s current brand identity and garner new brand equity by engaging an influential target consumer set in innovative, interactive ways. The campaign will educate the consumer on Evian’s points of differentiation, establish Evian as a holistic lifestyle brand, and create organic buzz through earned, owned and viral media. MOSAIC PRODUCTIONS NYC 02 W W W. M - N Y C . C O M I N F O @ M - N YC .C O M
Liv e Young L i v e Cool L i v e P u r eA TIMELING OF EVIAN’S SOCIAL CONSCIENCE AND QUALITY evian urban oasis ? 1789 1909 1926 1962 1999 2012 Evian’s Legacy: Quality and Social Significance Evian’s brand legacy is built on the pillars of altruism and quality. Through its charitable initiative, Evian Protection Water Institute, Evian simultaneously aligns itself with the charitable causes of the world’s water-defenders and combats the increasingly negative stigma surrounding the world of bottled water. For years, Evian has developed equity based on superior quality and taste, bottling the purest water in the world and distributing it to the world’s most discerning quenchers, but that’s no longer enough. In today’s hyper-competitive, over-saturated marketplace, brands have to stand for more than just quality, they have to stand for a lifestyle. Today, the only way to reach an increasingly critical consumer set is to take a holistic approach to consumer living. Evian’s Urban Oasis does just that. MOSAIC PRODUCTIONS NYC 03 W W W. M - N Y C . C O M I N F O @ M - N YC .C O M
Liv e Young L i v e Cool L i v e P u r e Evian Today Today, Evian’s messaging is targeted toward an active consumer set, instilling in its audience the idea of self-improvement through hydration. ‘Live Young’ has established Evian as the the single most energizing hydrator available on the market today, the energizer bunny in a bottle. Evian’s Urban Oasis will cement that brand identity by actualizing the theoretical, bringing the ‘Live Young’ message to life, reenergizing the summer streets of New York. MOSAIC PRODUCTIONS NYC 04 W W W. M - N Y C . C O M I N F O @ M - N YC .C O M
Liv e Young L i v e Cool L i v e P u r e SOHO The Opportunity Summertime in New York City: The perfect amalgam of overcrowded streets and overtired, overworked, overheated pedestrians. Weary shoppers and street-goers search for a place they can relax, a safe haven from the overpowering sun, a bathroom without the hassle of an overpriced coffee, a place to sit and recharge before continuing on to tackle the day. Evian’s Urban Oasis is that place. URBAN OASIS MOSAIC PRODUCTIONS NYC 06 W W W. M - N Y C . C O M I N F O @ M - N YC .C O M
Liv e Young L i v e Cool L i v e P u r e The Concept: Urban Oasis A pop-up cooling station in New York City’s trendiest, most crowded neighborhood, providing a chic, relaxing refuge from the city’s summer heat, distributing branded collat- eral and establishing a clear brand identity among The City’s loudest, most influential cultural voices, will further Evian’s current brand identity, garner new brand equity, and inform the trendsetters and tastemakers of New York’s SoHo that Evian is more than just a water, it’s a lifestyle. Evian’s Urban Oasis will be the place to Live Young, Live Cool, Live Pure. MOSAIC PRODUCTIONS NYC 05 W W W. M - N Y C . C O M I N F O @ M - N YC .C O M
Liv e Young L i v e Cool L i v e P u r e HIDE MISTING MACHINES BEHIND WALL 1 2 3 PORTABLE, LIGHTWEIGHT WALL/ BAR TOP PERFORATED WITH EVIAN BRANDING ALLOWS FOR THE FULL INTEGRATION OF THE EVIAN EXPERIENCE CAN BE QUICKLY ASSEMBLED INDOORS AND OUTDOORS ALLOWS TRANSFER OF MIST AS WELL AS BACK LIGHTING 1. EVIAN MISTING WALL TO CREATE ATMOSPHERE 2. EVIAN STOCKED BAR 3. EVIAN WAITRESSES The Experience Combining Evian’s legacy as a worldly, charitable, and considerate purveyor of the world’s purest drinking water with today’s brand identity as ‘the water that zooms’, Evian’s Urban Oasis will serve as a hybrid education center and human charging station, allowing passersby to escape the heat, recharge, rejuvenate, rehydrate, and Live Young. Consumers will be treated to Evian’s equivalent of an oxygen bar, a social destination conducive to chance encounters and a relaxing center to rest up. The stations will be elegantly disruptive, catching the attention of passersby without inundating them with branded material. EVIAN’S URBAN OASIS WILL BE PART LOUNGE, PART SPA, PART EDUCATION... A TRUE LIFESTYLE CENTER MOSAIC PRODUCTIONS NYC 07 W W W. M - N Y C . C O M I N F O @ M - N YC .C O M
Liv e Young L i v e Cool L i v e P u r e PROGRAMMING/ ENTERTAINMENT The centers will be fully branded, featuring: -Educational platforms -Gallery style photography and video exhibits -DJ’s -Branded collateral booths -Phone charging stations -Greywater bathrooms -Misting wall -‘Live Young’ T-Shirt Booths -All proceeds from the T-Shirt Booths go to Evian’s charity, the Evian Water Protection Institute -Hydration Bar -Brand ambassadors -Informational collateral -Live performances -Photobooth / Photo studio -Branded social media wall -Photo aggregator, Twitter streams MOSAIC PRODUCTIONS NYC 08 W W W. M - N Y C . C O M I N F O @ M - N YC .C O M
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