iStrategy AMS 2011 - Michael Aidan, Evian
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iStrategy AMS 2011 - Michael Aidan, Evian

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iStrategy Amsterdam 2011 : Michael Aidan, Global Brand Director, Evian - Reinventing a Global Brand Through Digital (Day One - Split Stream Interactive Workshops)

iStrategy Amsterdam 2011 : Michael Aidan, Global Brand Director, Evian - Reinventing a Global Brand Through Digital (Day One - Split Stream Interactive Workshops)

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iStrategy AMS 2011 - Michael Aidan, Evian iStrategy AMS 2011 - Michael Aidan, Evian Presentation Transcript

  • Reinventing a global brand through digital
    Michael Aidan – iStrategy May 10, 2011
  • What is common to all iconic brands ?
    • Heritage / origin story
    • Credibility
    • Aspiration beyond just product
    • Ability to reinvent itself
    • Consistency
  • Becoming one of the top global brands means for Evian to…
    • Deploy world-class communication
    behind a single platform
    • Convincingly tell our credibility stories
    (health and purity) to the right people
    • Improve global alignment & consistency
    • Reignite innovation
  • Evian is present in 152 pays with 2 very distinct missions and perceptions
    Luxury / French / glamour & celebrities
    AFH focus
    Essentiality / Youth / babies
    Total market leader
  • a world-class communication platform behind one brand idea :
    LIVE YOUNG
  • Our strategic choice : build the full brand ladder yet focus advertising on emotional benefit only
    EMOTIONAL
    BENEFIT
    FUNCTIONAL
    BENEFIT
    REASONWHY
    YOUTH
    HEALTH
    PURITY
    FEEL
    HAS
    DOES
  • A straightforward brief
    Evian needs a copy that :
    - goes up the brand ladder : Youth
    - is consistent with the brand heritage
    where it has one : babies as a symbol
    - is global / creates one universal platform
    - is web centered as few CBU’s have €€
    - is viral (!!!)
  • BB Roller video
  • A global viral launch
    remix of Rappers Delight by DTA
    TV in France and Belgium 60’’ / 30’’
    D-DAY 60’’ reveal on YOU TUBE
    2 amateur baby films
    Making of + babies interviews on the web
    June 15
    July 3 (& 6)
    July 5
    July 20
    June 4
  • A viral launch with 2 streams
    Remix contest launched on
    social networks May 29 2009
    2 amateur babies videos posted on June 4 and June 15 2009
    Both leading to a global reveal on July 3
  • Viral starts at home
    Email to 12.000 Danoners – June 17
    feel free to forward if you enjoyed it
    Similar email for customers and suppliers
  • Rollerbabies : success beyond expectations
    Driving massive PR
    2. Strongly building image
    3. Boosting sales in all geographies
    4. Reaching a new target
    5. Building a unique global Youth platform embodied by the Evian babies
  • Image : The campaign builds all brand pilars
    Iconicité
    An iconic brand of the bottled still water category
    A brand which is an iconof a healthy living
    An innovative brand
    An "avant-garde" brand
    A fashionable, trendy brand
    +7
    +11
    + 14
    + 23
    + 12
    Origine / Pureté
    Santé
    The best water for babies
    A water which helps me to renew water in my body
    A water good for my health
    An extremely pure water
    A water that comes fromthe French Alps
    + 7
    + 12
    + 12
    + 9
    + 6
  • Business impact : strong across both clusters
    FRANCE
    UK
    128
    118
    112
    109
    100
    100
    Source / Nielsen Panel
    Source / Nielsen Panel
    SINGAPORE
    USA - NY
    132
    106
    114
    121
    100
    100
    Source / Nielsen Panel
    Source / Nielsen Panel
  • Reach of a new target which is not TV’s
    Exposure to Evian Campaign
    Period: 1st – 31st July
    Reachedbyboth YouTube and TV
    TV-contact(s)
    TV-campaign reach:
    71.6%
    0.2%
    3.5%
    3.5%incrementalreach YouTube*
    95% of all YouTube contactshadno TV contact
    Figures are based upon the reach of any Evian content on YouTube
    YouTube contact(s)
    Sources:
    TV reach MediaMetrie
    YT Reach = NetView
    Unique YT reach calculated via the brand survey
  • How to go further ?
  • How young are you ?
  • Delivering your youth quotient based on a few tests and a profile
  • Explaining the link between hydration and physical + intellectual abilities
  • …and then prolonged the story off line
  • Off-line : Live Young in print and posters
  • The new Live Young viral (?) on line event
  • The new Live Young ad leads to new brand connection experiences
    Baby inside on TV + web
    Taking the brand experience to anotherlevel
  • Viral goes to the mall
  • Viral goes to the mall
  • Viral can also sell Tshirts
    Now available on shop.evian.com
  • Viral can reignite innovation
  • 2010 glass range renovation
    Returnable glass
    Personalized
    Limited editions
    Premium glass
  • Viral launch of Evian limited edition bottles
    1.400.000 views in one month
    L’animation de la bouteille en introduction
  • Viral goes to weddings
  • Lastly viral can drive results and your rankings
    2,7%
    1,3%
    2008
    2009
    2010*
    Volume
    CANN
    -6,5%
    -7,6%
    -8,5%
    -8,6%
    9pts swing
  • What we have learnt so far on digital…
    • “It’s a new world” but not a hostile one :
    • Quality of the content is king
    • Consumers turn can either skip or turn into media
    • KOL / networking approach is instrumental
    • Cost of failure (or success) is limited : trial mode
    • Need to accept more limited control
    • It does not yet replace the old world :
    - Significant differences exist between countries, categories
    - They can work hand in hand and build upon each other
    • We need to avoid falling into the old world’s bad habits & traps : forced messages
    • And also avoid the new world’s ones
  • Thank you