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Water Boy

headlinecnen
live young.
basics
Industry: Non-alcoholic drinks
Media:TV & Cinema
Published:Jun. 30, 2003
Market:Belgium
Language:English
Style: Minimalism
descriptioncnen
Waterboy, a little character made of water, goes through various situations symbolising the element of water. On his adventures, he meets a gorgeous girlfriend who is also made of water. Together, they start a family.

We Will Rock You (B May), Copyright 1977 Queen Music Ltd, courtesy of EMI Music Publishing, KCPK remix 2003

SUMMARY
In order to sustain Evian’s premium price in a commoditized market, Evian’s “We will rock you” campaign adopted a whole new advertising approach: no longer consider Evian to be just a water brand, following the rules of the category, but change the brand’s status and transform it into a badge of youthfulness. To achieve this goal, the campaign went beyond advertising, conceiving a global “advertainment” in which adults singing a mythical song with children’s voices were the basis for a global entertainment program. Despite a modest advertising budget the campaign succeeded in reaching all of the goals set and achieving considerable market share gain.

Context


CAMPAIGN OBJECTIVES
Add value to the brand by claiming a specific and motivating benefit which justifies Evian’s premium price and thus helps stabilise Evian’s market share.

TARGET AUDIENCE
- In France, Belgium and Luxembourg where Evian is consumed by families on a daily basis the broad population was targeted.
- In the UK, where Evian is positioned more Premium, the target was the urban population belonging to the “A +” socio-economic class and ranging from 16 to 44 years old.

CAMPAIGN PERIOD
January 2003 to September 2003.

Philosophy/Solution


CREATIVE STRATEGY
The strategy was to transform Evian into a "Badge of Youthfulness". Youth is one of the strongest consumer aspirations, an aspiration that drives added value in most markets. An international TV commercial was launched, “Voices” : the revival of “We will rock you” by Queen, sung by adults with children’s voices expressing the inner youth inside us all and connecting Evian with a young spirit and powerful energy. This served to show that drinking Evian every day helps people feel young in body and mind.

MEDIA
- Broadcast
- Cinema

TOTAL MARKETING EXPENDITURE
Under € 5 million.

MEDIA STRATEGY
The media strategy that had proved successful in France was implemented on an international scale. The method aimed to maximize the effects of an average media investment using a creative strategy conceived to maximize impact.

In France, Belgium and the UK several media formats were deployed intensively for maximum impact and emotion, concentrating the larger share of media investments on powerful first bursts. Cinema broadcast immediately following the period of TV broadcasting was designed to generate immediate personal involvement.

In order to prolong the impact of the campaign launch, an international release of the ad soundtrack on CD and as a video clip was staged, thus obtaining the equivalent of free additional media coverage on TV and radio.

Results


- The campaign successfully changed the brand perception and increased the brand value. In France, Belgium and the UK substantial progress was achieved on all youthfulness indicators, as well as on price perception.
(Source: Milward Brown)
- Beyond the objective of stabilising market share, significant market share was gained in all markets, the UK for instance seeing a 3.5% volume share increase over the year.
(Source: Marketing scan/Nielsen MRCI – DEF)
- The ad itself was welcomed positively by the audience, achieving likeability scores 11% above the norm.
(Source: IPSOS France Post test March 2003)
- Substantial free media coverage was gnerated with the launch of the “We will rock you” single and through radio broadcasting of the song.
- The campaign became a “social phenomenon”, especially in France.
credit
Brand:
Agency:
Creative Director:
Copywriter:
Art Director:
Account Supervisor:
Production Company:
Director:
Music:
Animation:
Other credit:Art Supervisor Fabrice Brovelli, Christophe Caurret
Agency Producer Fabrice Brovelli
Music Publisher EMI Records
Advertising Manager Patrick Buffard, Natacha Le Bescond
awards
Cannes Lions International Festival of Creativity 2004
Gold
Corporate Image
Cannes Lions International Festival of Creativity 2004
Shortlist
Best use of Mixed Media
Clio Awards 2004
Silver
Technique: Animation
Clio Awards 2004
Silver
Beverages/Non-Alcoholic
The Art Directors Club Annual Awards 2004
Gold
TV & Cinema Crafts - Single
EACA Euro Effies 2004
Silver
FMCG Food & Non-alcoholic Beverages
EACA Euro Effies 2004
Silver
Brand Integration
EPICA (Europe's Premier Creative Awards) 2004
Epica d’Or
Non-Alcoholic Drinks Eurobest, 2004 (Grand Prix) for Corporate Image
Meribel Ad Festival - Central Europe Cristal Awards 2003
Grand Cristal
Meribel Ad Festival - Central Europe Cristal Awards 2003
Soundtrack Cristal
Soundtrack
The Kinsale Shark Awards
Gold
Non Alcoholic Drinks
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