| Title | LE SMASH PERRIER |
| Brand | PERRIER |
| Product/Service | PERRIER BUBBLY BEVERAGE |
| Category |
C01. Live Brand Experience |
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Entrant
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UBI BENE Paris, FRANCE
|
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Idea Creation
|
UBI BENE Paris, FRANCE
|
|
PR
|
UBI BENE Paris, FRANCE
|
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Production
|
UBI BENE Paris, FRANCE
|
Credits
| Thierry Reboul |
ubi bene |
President |
| Michael Courcoux |
ubi bene |
General Manager |
| Barbara Paloc |
ubi bene |
Art Director |
| Camille Besnier |
ubi bene |
Project Manager |
The Campaign
To celebrate such a long-lasting partnership, Perrier decided to give people the feeling of being a tennis ball, smashed in Roland Garros. To do so, we implemented a zipline and let anyone brave enough to jump from the Eiffel tower for a 1+ minute flight over the city of Lights.
Creative Execution
The Eiffel tower is already the most visited monument in the world, welcoming seven million visitors each year, but we invited 800+ people to enjoy a unique bird-eye view from the Paris landmark.
To highlight Perrier’s relationship to Roland Garros Tennis tournament, we decided to send anyone brave enough to hold on down a path from the tower over the Champs de Mars and finishing at the École Militaire, open-bar lounge with music, deck chairs, hammocks and live broadcasting of the French Tennis Open.?
Riders were suspended 375 feet above the ground and zoomed down the line at 55 mph, the speed of a high-powered tennis serve.
The event has received a tremendous success both on social media and through newspapper and TV press coverage. On top of the 6.000 people who visited the Perrier lounge between June 5th and 11th, there were almost 1.000 articles published and thousands of posts on social media across the world.
Perrier took over the Parisian landmark to temporarily add to its permanent attractions a new experience from the 5th to 11th June, 2017 : appropriately named The Perrier Smash, a 820m-long zip line stretching from the second floor of the Tower, across the Champs de Mars park up to a custom built platform overhanging the Perrier lounge almost 17 meters above the ground.
The thrilling ride was set up to celebrate the bubbly beverage purveyor Perrier's 39th year of sponsoring the French Tennis Open Roland-Garros.
More than 800 people were able to experience the Smash Perrier and most of them could join their friends at the Perrier lounge area, located at the arrival of the zipline.
By sharing the videos of their jumps, every single participant contributed to spread the word of this unique experience among his circle of friends.
Quickly, these images and stunning pictures landed in the news and contributed a second wave of exposure in mass media around the globe, generating awareness from the general public and abroad, even from people who do not relate much to tennis.