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Nightclub

Nightclub | 巴黎水 | Perrier | 奥美 | Ogilvy
下载原始文件 下载原始文件 JPG | 1024x768px
基本信息
行业: 非酒精饮料
媒体:平面
时间:2009年4月
投放:法国
语言:英语
风格: Minimalism
说明cnen
Courage in communication was the key to bringing the Perrier brand back to profitable growth. The objectives of the campaign were to ensure a significant increase in volume in key markets (France objective : + 5%, Belgium objective : + 4%), to gain market share over key competitors: Badoit (France), Souroti (Greece), Spa Rouge (Belgium) and to recruit 200,000 new households in France, the domestic market of Perrier.

The target audience was people between 25 & 45 years old, with a significant sensitivity to culture and 'art de vivre'. They choose a brand for what it stands for and what it says about them, so they give priority to magnetic and fashion brands.

Two dimensions were essential to win the daily match against waters or sodas: being daring and refreshment. Being daring is essential both against other sparkling waters, as the agency wanted the creation to make them looking like dusty brands and against sodas, as Perrier needs to prove it is on the same playground as them.

The creative challenge was to dramatize refreshment; to go a step further, from refreshment to extreme refreshment and to position the refreshment not only as a pleasure or a common need, but as a vital one. The melting dimension helped to build a breakthrough, daring communication, with very graphic and magnetic art direction and numerous details to discover at each viewing of the campaign.

The campaign had spectacular results in terms of volume growth (+11% in France vs a target of +5%) and in terms of recruitment (+500,000 new households vs a target of +200 000). In Belgium the increase in volume was +13% against a target of +4%, while in Greece, Perrier gained +0,5 pts in value vs the leader Souroti, in a sparkling segment that suffered overall (-1.3% val).
制作信息
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其他职位:Model Making Nomansland FX
Retoucher Christophe Huet
Modeler Pascal Molina
奖项
克里奥奖 2010
铜奖 海报
Beverages/Non-Alcoholic
AdPrint Festival 2010
户外类大奖
Outdoor & Poster
AdPrint Festival 2010
平面类大奖 户外与海报
AdPrint Festival 2010
金天使奖
Fast Moving Consumer Goods
AdPrint Festival 2010
获奖作品
Best Use of Art Direction
EACA Euro Effies 2010
铜奖
FMCG
戛纳国际创意节 2009
银奖
Non-Alcoholic Drinks
EPICA (Europe's Premier Creative Awards) 2009
Epica金奖
Non-Alcoholic Drinks
EPICA (Europe's Premier Creative Awards) 2009
优胜金奖
Non-Alcoholic Drinks
Eurobest - The European Advertising Festival 2009
金奖
Non-Alcoholic Drinks
Meribel Ad Festival - Central Europe Cristal Awards 2009

Food / Drink: France
Meribel Ad Festival - Central Europe Cristal Awards 2009
Grand Cristal
Europe
Meribel Ad Festival - Central Europe Cristal Awards 2009
Cristal
Food / Drink: Europe
Meribel Ad Festival - Central Europe Cristal Awards 2009
特别提名
Food / Drink: France
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