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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)

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iStrategy AMS 2011 - Michael Aidan, Evian

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

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