Martine Picard
Media Strategy Director at BETC Paris
Paris, Francia
TítuloBaby & Me
Agencia
Campaña Baby&Me
Anunciante Danone
Marca Evian
Fecha de primera difusión/publicación 2013 / 4
Sector Empresarial Aguas minerales y con gas
Sinopsis SUMMARY:
In a trivialized and price-driven market, with consumers reluctant to spend money on bottled water, evian faced fierce competition in a category where price promotion had become a key driver. 
evian needed to justify its premium price by building brand value and preference. This campaign set out to reconnect the brand with the deep meaning of the benefit of youth, to create an event around the brand and stand out despite a very limited budget, and to generate additional volume sales
evian Baby&Me helped everyone reconnect to their inner baby, using a playful digital application to let consumers live the experience, an entertaining film where adults met their reflections as babies, Out-of-Home to add to the universality of the youth benefit and street events.
The campaign maximised earned media, reinforced the brand’s characteristics of youth, closeness and price justification and generated additional volume sales. 24 million babies were generated on the App, which became the most downloaded App on the Apple store in the entertainment category for 2 weeks.
Most importantly, sales volume and value increased in all target markets, especially in the UK, where average weekly sales grew 30% immediately after the ad launched.
Sinopsis (Lengua original) Tout commence par une rencontre : alors qu’il marche dans la rue, un homme tombe nez à nez avec son reflet dans un miroir… mais en version bébé. Différents personnages vivent à leur tour la même expérience troublante. Chacun d’entre eux se met à jouer avec son « baby-me3» : être ainsi connecté avec sa jeunesse intérieure engendre un sentiment de liberté, un lâcher prise, un joyeux délire spontané et communicatif… Et le jeu se transforme en danse, sur une musique culte : « Here comes the Hotstepper », remixée par Yuksek pour evian.
Filosofía (Lengua original) La marque evian souhaite une fois encore offrir à son public un spectacle étonnant et jubilatoire. 
Medio Web Film
Duración
Mercado Canadá, Estados Unidos, Emiratos Árabes Unidos, China, Japón, Taiwán, Singapur, Rusia, Ucrania, Bélgica, Francia, Alemania, Suiza, Reino Unido
Banda Sonora Here comes the Hotstepper by Yuksek
Productora
Director artístico adjunto
Responsable de conceptos / redactor
Traffic Director
Media Strategy Director
Director de publicidad
Director de publicidad
Director de publicidad
Director de publicidad
Responsable de cuentas de agencia
Responsable de cuentas de agencia
Responsable de cuentas de agencia
Responsable de cuentas de agencia
Responsable de cuentas de agencia
Director ejecutivo de creación
Director artístico
Productor de la agencia
Realizador
Música
Media Agency Havas Media Network
Producción de sonido
Music Creative Director

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