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)TRANSCRIPT
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Reinventing a global brand through digital
Michael Aidan – iStrategy May 10, 2011
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• Heritage / origin story
• Credibility
• Aspiration beyond just product
• Ability to reinvent itself
• Consistency
What is common to all iconic brands ?
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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
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Evian is present in 152 pays with 2 very distinct missions and perceptions
Total market leader
AFH focus
Luxury / French / glamour & celebrities
Essentiality / Youth / babies
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a world-class communication platform behind one brand idea :
LIVE YOUNG
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REASON WHY
FUNCTIONALBENEFIT
EMOTIONALBENEFIT
PURITY
HEALTH
YOUTH
Our strategic choice : build the full brand ladder yet focus advertising on emotional benefit only
HAS DOES FEEL
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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 (!!!)
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BB Roller video
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June 4 June 15
TV in France and Belgium 60’’ / 30’’
Making of + babies interviews on the web
D-DAY 60’’ reveal on
YOU TUBE
July 3 (& 6)
2 amateur baby films
remix of Rappers Delight by DTA
July 5
FR B CH G US UK JPN EVXVIRAL
ACTIVATION
MEDIA MIX You Tube + TV
You Tube + TV
You Tube +
CINE/TV
You Tube + EVENT
You Tube +US open
You Tube You Tube no
A global viral launch
July 20
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A viral launch with 2 streams
Both leading to a global reveal on July 3
Remix contest launched on social networks May 29 2009
2 amateur babies videos posted on June 4 and June 15 2009
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Viral starts at homeEmail to 12.000 Danoners – June 17
feel free to forward if you enjoyed it
Similar email for customers and
suppliers
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Rollerbabies : success beyond expectations
1.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
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52 5548
4045
64 62 6049 51
Origine / Pureté
5647
2917
30
63 58
43 40 42
Before July campaign After Sept/Oct campaign
Image : The campaign builds all brand pilars
+ 12 + 7 + 12 + 9 + 6
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
An iconic brand of the bottled still water
category
A brand which is an icon
of a healthy living
An innovative brand
An "avant-garde" brand
A fashionable, trendy brand
+7 +11 + 14 + 23 + 12
Iconicité
Santé
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FRANCE
Source / Nielsen Panel Source / Nielsen Panel
SINGAPORE
100
118 112100
128109
UK
100
132121
100114 106
Business impact : strong across both clusters
USA - NY
Source / Nielsen Panel Source / Nielsen Panel
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Reach of a new target which is not TV’s
TV-contact(s)
TV-campaign reach:
71.6%
3.5% incremental reach YouTube*
95% of all YouTube contacts had
no TV contact
3.5%
Sources: TV reach MediaMetrie YT Reach = NetView Unique YT reach calculated via the brand survey
YouTube contact(s)
0.2%
Reached by both YouTube and TV
Figures are based upon the reach of any Evian content
on YouTube
Exposure to Evian CampaignPeriod: 1st – 31st July
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How to go further ?
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How young are you ?
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Delivering your youth quotient based on a few tests and a profile
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Explaining the link between hydration and physical + intellectual abilities
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…and then prolonged the story off line
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Off-line : Live Young in print and posters
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The new Live Young viral (?) on line event
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The new Live Young ad leads to new brand connection experiences
Taking the brand experience to another level
Baby inside on TV + web
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Viral goes to the mall
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Viral goes to the mall
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Viral can also sell Tshirts
Now available on shop.evian.com
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Viral can reignite innovation
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2010 glass range renovation
Returnable glass
Premium glassLimited editions
Personalized
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Viral launch of Evian limited edition bottles
1.400.000 views in one month
L’animation de la bouteille en introduction
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Viral goes to weddings
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Lastly viral can drive results and your rankings
-8,6%-6,5%
2,7%
-8,5% -7,6%
1,3%
Volume
CANN
2008 2009
2010*
9pts swing
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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
•We need to avoid falling into the old world’s bad habits & traps : forced messages
• 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
•And also avoid the new world’s ones
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Thank you