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Brief
Evian is a brand comprising of two very different images – a stylish, cutting-edge, fashionable image (as perceived in the States), and a very maternal image, of water that you give to babies (this is particularly felt in France). After many very successful campaigns all over the world, Evian wanted to launch a powerful global copy uniting both of the brand’s territories.
Strategy
The gamble: to make the campaign so spectacular and entertaining that web users appropriate it and propagate its media potential themselves.
A content suggestion not an advertising imposition.
How did we maximise the campaign’s virality so that it emerged ahead of the millions of other videos on the internet? With a one-day launch phenomenon, placing the Rollerbabies film on YouTube’s homepage in Evian’s 6 target nations (France, USA, UK, Canada, Germany and Japan), supported by a targeted community management and PR push.
To maintain the buzz around the campaign we continued regular communication with the media and the web community through bonus content (the baby interviews, Making of), plus further PR communications announcing the rapidly rising number of views – 5, 10, 20 millions views.
Additional media included TV (France), a website, global events and teaser films.
Execution
This campaign is an incredibly enthusiastic modern day musical comedy, involving the sharpest contemporary artists like Dan the Automator and Michael Gracey to create a film that is extremely cutting edge (the hiphop track, New York, the rollerskates), extremely popular (the affection that everyone has for babies), with the baby at the centre of it all. Babies, because they symbolise youth, but also because in France historically Evian is the water of babies, and they best represent the health values of the brand.
But not just any babies, babies in an incredible acrobatic choreography of roller skating, to the remix of one of the biggest hip hop tracks ever: Rapper’s delight produced this time by Dan the Automator (Gorillaz, DJ Shadow, Kasabian)
The buzz began in June, with an international remix competition, and 2 teaser films, seeded across key community websites, announcing the launch of the new Evian film.
On July 3rd, the Rollerbabies film launched online and on TV (in France), supported by global events, a new brand website and a targeted community management and PR push in Evian’s target nations (France, USA, UK, Germany, Canada, Japan)
To maintain the buzz around the campaign we continued regular communication with the media and the web community through bonus content (the baby interviews, Making of), plus further PR communications announcing the rapidly rising number of views for the campaign as a whole.
Results
- Rollerbabies became the most viewed ad of all time in just 2 months, certified by the Guinness Book of Records (43 million views October 2009)
- Getting over 65 million hits for the entire campaign online in just 4 months
- Unprecedented international media coverage for the brand – over 300 million views
- Over 30 000 bloggers posted one of the videos online
- More than 100,000 comments on the web
- Over 40,000 friends on Facebook
- The Evian babies were even named personality of the summer in Belgium
- The campaign still receives over 1 million views a week (October 2009)
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