Perrier - "Beach"

Ogilvy Paris

Ogilvy Paris Levallois-Perret, Francia

Premios

11688

Marca: Perrier
País: Francia

Anunciante: Nestlé

Título	Beach
Título (Lengua original)	Plage
Agencia	Ogilvy Paris
Campaña	Melting - Perrier
Anunciante	Nestlé
Marca	Perrier
Posted	Junio 2009
Sector Empresarial	Aguas minerales y con gas
Sinopsis	SUMMARY: 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).
Medio	Prensa y publicaciones
Mercado	Bélgica, Francia, Grecia
Director creativo	Thierry Chiumino
Director artístico	Eve Roussou
Director artístico	Marie Farge
Fotógrafo	Jean Yves Lemoigne
Director ejecutivo de creación	Chris Garbutt
Director artístico	Thierry Chiumino
Responsable de conceptos / redactor	Luc Chomarat
Supervisor depublicidad	Philippe Lepage
Responsable de cuentas de agencia	Sarah De Vilmorin
Jefe de cuentas	Dominique Dreyfus-Bellois
Comprador de arte	Laurence Nahmias
Retocador	Christophe Huet
Modelista /Maquestista	Nomansland FX
Modelista /Maquestista	Pascal Molina
Global Account Planner	Mercier Loic
Marketing Director	Virginie Le Roch
Worldwide Chief Creative Officer	Tham Khai Meng