iStrategy AMS 2011 - Michael Aidan, Evian

1

Reinventing a global brand through digital

Michael Aidan – iStrategy May 10, 2011

2

• Heritage / origin story

• Credibility

• Aspiration beyond just product

• Ability to reinvent itself

• Consistency

What is common to all iconic brands ?

3

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

4

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

5

a world-class communication platform behind one brand idea :

LIVE YOUNG

6

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

7

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 (!!!)

8

BB Roller video

9

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

10

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

11

Viral starts at homeEmail to 12.000 Danoners – June 17

feel free to forward if you enjoyed it

Similar email for customers and

suppliers

12

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

13

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

14

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

15

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

16

How to go further ?

17

How young are you ?

18

Delivering your youth quotient based on a few tests and a profile

19

Explaining the link between hydration and physical + intellectual abilities

20

…and then prolonged the story off line

21

Off-line : Live Young in print and posters

22

The new Live Young viral (?) on line event

23

The new Live Young ad leads to new brand connection experiences

Taking the brand experience to another level

Baby inside on TV + web

24

Viral goes to the mall

25

Viral goes to the mall

26

Viral can also sell Tshirts

Now available on shop.evian.com

27

Viral can reignite innovation

28

2010 glass range renovation

Returnable glass

Premium glassLimited editions

Personalized

29

Viral launch of Evian limited edition bottles

1.400.000 views in one month

L’animation de la bouteille en introduction

30

Viral goes to weddings

31

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

32

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

33

Thank you