Title | LIVE YOUNG JANUARY |
Brand | DANONE |
Product/Service | EVIAN |
Category |
I01. INTEGRATED MULTI-PLATFORM CAMPAIGN |
Entrant Company
|
WE ARE SOCIAL London, UNITED KINGDOM
|
Advertising Agency
|
WE ARE SOCIAL London, UNITED KINGDOM
|
Credits
James Nester |
We Are Social |
Creative Director |
Graham Jenks |
We Are Social |
Creative Director |
Deola Laniyan |
We Are Social |
Senior Account Director |
Amy Hambridge |
We Are Social |
Account Director |
Marissa Davies |
We Are Social |
Editor |
Katriona Gordan |
We Are Social |
Copywriter |
Monica Presti |
We Are Social |
Designer |
Creative Execution
Every day throughout January, evian suggested a different way people could ‘Live young’. The missions responded to news stories, such as Kate Middleton’s birthday and the National TV Awards. They tapped into current playful memes, such as taking selfies.
We ran competitions on social to encourage consumers to complete the missions. We took to the street with hidden camera pranks including an en-masse spacehopper commute.
Activity was supported every day with ads in commuter press, outdoor advertising and PR, as well as appearing on Transvision screens in 10 London train stations and digital escalator panels in six London Underground stations.
evian’s sales figures shot up 19% compared to last January.
We reached 14 million people on social, driving over 18,000 interactions. The outdoor and print ads reached over 40% of our demographic in London (18 to 44 year old women) with an average 7 opportunities to view.
Evian UK received 5,500 new likes on Facebook. On Twitter, there were almost 700 responses of fans showing how they were ‘living young’.
Total interactions for the 2014 campaign were up by over 70%. More people than ever before were getting involved with evian’s challenges to Live young to beat the winter blues.
evian wanted to drive both top-of-mind awareness and engagement, so we needed more people to see the brand as well as interact with evian throughout January.
January is the year’s most depressing month. It’s cold, Christmas is over and the days are short.
So evian would cheer up commuters, making the month happier and more playful, by spreading their Live young spirit. Not a normal, repetitive ad campaign but one that changed every single day, responding to traditions of each date, the news, meme culture or just a new, funny idea.
Given that commuters tend to be switched on to social media on their mobiles during their journeys, it made sense that the campaign was socially led.