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E&V is a traditional French brand of margarines,
creams and unique dairy products, all perfect for
cooking easy and tasty recipes. However, the
brand suffers from a low rate of purchase within
the youngest audiences. This rises the brand risk
of collapsing with senior consumers.
Youngsters in France have a positive perception
of the brand as Elle&Vire is used by their mum
and grandmas for their delicious meals. The
problem here is that in their everyday life,
youngsters don’t really cook. They find it boring
and time consuming.
The French millennials do have time but they
prefer to spend it doing shit young people do.
Research shows that most of them spend their
time connecting with friends or listen to music.
Elle&Vire helps youngsters to cook easy and
tastier recipes but adapting to their behavior.
Elle&Vire partners up with Spotify to create a
new innovative application that turns recipes into
playlists (cooking step+music).
Each cooking step becomes an
audio tracks, which is followed by
as many songs as the time
required to perform that step.
Example: The step Bring water to boil
for 10 minutes is followed by two
songs of 5 minutes each.
Users can simply choose among
different recipes that recommend the
use of a new Elle&Vire product and
then, share on facebook what are they
cooking and with what music.
Contextual ads in Spotify would
invite people to enjoy a new recipe
before lunch time, as well as start a
user generated competition for
music recipes. The prize, free tickets
for concerts sponsored by Elle&Vire.
With this innovative approach Elle&Vire not only
brings a change of behavior into their youngest
audience but also assures new ambassadors
who will actively talk about the brand in digital
and owned media.