Title	THE LION CUB
Brand	PERRIER
Product/Service	PERRIER FINES BULLES
Category	B10. Launch / Re-launch
Entrant	OGILVY COMMONHEALTH PARIS, FRANCE
Idea Creation	OGILVY COMMONHEALTH PARIS, FRANCE
Production	GANG FILMS Paris, FRANCE

Name	Company	Position
Natalie Rastoin	Ogilvy Paris	President
Emmanuel Ferry	Ogilvy Paris	Managing Director
Alexandra Offe & Julien Bredontiot	Ogilvy Paris	Creatives
Emmanuel Lalleve	Ogilvy Paris	Creative
Diego Feldman	Ogilvy Paris	Business Partner
Kévin Martin	Ogilvy Paris	Account Director
Anissa Chabba	Ogilvy Paris	Account Executive
Hadi Zabad	Ogilvy Paris	Strategic Planner
Antoine Bagot	Ogilvy Paris	Head of TV Production
Quentin Lohr	Ogilvy Paris	Motion Design
Aurélie Appert	Ogilvy Paris	TV Producer
Johanne Kenniche	Ogilvy Paris	Sound Producer
Jean-Jacques Hubert	Ogilvy Paris	Sound engineer
Eric Maillard	Ogilvy Paris	Managing Partner PR & Influence
Catherine Caussou	Ogilvy Paris	Director Social Brand PR & Influence
Désirée Ramialison	Ogilvy Paris	Account Director
Clara BASCOUL	Ogilvy Paris	Agency Communication & PR Manager
Marie-Catherine Cerutti	PERRIER FRANCE	Global Head Of Communication and Strategic Marketing
Philippe Gallard	PERRIER FRANCE	Marketing and Category Director
Laure Goutagneux	PERRIER FRANCE	France Sparkling Brand director
Baptiste Huchet	PERRIER FRANCE	France Senior Brand Manager
Johnny Green	GANG FILMS	Director
Jean Villiers	GANG FILMS	Producer
Thierry Hoss	GANG FILMS	Editors
Julien Daniel & Jean-Marie RAVOT	BANDE A PART	Post producers
Torben Bullring	GATEHOUSE	Line producer
Jeremy ROUSE	GANG FILMS	DOP
VFX POST PRODUCTION	DIGITAL DISTRICT	VFX POST PRODUCTION
POST PRODUCTION	BAND A PART	POST PRODUCTION
Luke CORNELL	GATEHOUSE	Lion cub Wrangler

Why is this work relevant for PR?

Despite a low media budget, ‘Lion Cub’ succeeded in becoming the most picked up Perrier commercial in France and abroad since the original ad from the 90’s .The original ‘Lion’ TV spot is Perrier’s most renowned commercial, part of advertising folklore and the winner of the Grand Prix (Film) in Cannes 1991. By remaking this commercial, we touched an emotional and nostalgic nerve for journalists who recall the original spot when it first aired. The media overwhelmingly picked up this new chapter of the Extraordinaire Perrier saga, publishing articles and launching conversations about the impact and relevance of nostalgia.

Background

How can we re-launch Perrier Fines Bulles, a Perrier with smaller finer bubbles and make it as famous as Perrier, the mother brand, on a very limited budget? The objectives: • Boost awareness of the Perrier sub-brand ‘Fines Bulles’ • Position it as the ‘finer’ (smaller) bubbles version of Perrier

Describe the creative idea

When the agency was asked to launch Perrier Fines Bulles, the creative idea came from a simple product insight: it's everything that Perrier is, but with smaller bubbles. We applied this insight to the brand’s historical and most iconic film felt like the perfect canvas to express Perrier’s extraordinary essence but with smaller characters. The challenge of this remake was to keep the strength of the original idea, while modernizing it, and adding more finesse, to stick with the fine bubbles of Perrier Fine bubbles strategy. Today on social networks, baby animals and cute kids continue to seduce audiences. The choice of our two new protagonists (a little girl and a baby lion cub) fits perfectly in this current trend. The re-orchestration of the original music and sound track using a little girl’s voice for the iconic lyrics and roar, helped to bring this classic up to date.

Describe the strategy

Capitalize on the remake aspect of the campaign amongst an audience of journalists and influencers who are familiar with the iconic Perrier ad but have low awareness of Perrier Fines Bulles. Get them to talk about the brand and the ad. All this by also capitalizing on the timely power of remakes and nostalgia trends we see in culture today (Netflix’s ‘Stranger Things’, ‘Super 8’ and Ghostbusters etc.) We specifically targeted lifestyle and marketing/communication journalists and influencers to relay our message.

Describe the execution

To pique their interest and invite them to an event, we commenced by sending a short teaser video to journalists and influencers, showing side-by-side mysterious shots of the original ‘Lion’ film from the 90’s and the Perrier Fines Bulles remake. On the 13th of February during the event, the invitees were shown a world premiere of the commercial and ‘the making of’ film. To re-inforce the relevancy of the remake approach, we invited Dr. Valérie Sacriste (PhD Sociology) of Descartes University to discuss the remake and the importance of nostalgia in society. We also ran a study with Kantar TNS verifying the fact that the original ad “The Lion” continues to be one of the most memorable ads ever in France. Thanks to this “avant première” and the content created around the film, our story was picked up by media even before the film’s first broadcast on TV.

List the results

Tier 1 : - 49,5 million people reached in total through the PR Launch - The reach and conversation generated was worth 9x the initial investment - 91 articles & 7 interviews (59 in France, 32 international (USA, Canada, Italy, Belgium, Russia, Poland) - Extremely positive coverage on National radio and TV station: BFM business, BFM radio et France bleu - Extremely positive coverage on National newspapers: Le Parisien, les Echos, Stratégies - Social Network: +6,2 milion people reached, 2 191 Likes, RT & comments Tier 2 : - Twice the recognition and likability of the last Perrier commercial. (216 index vs an average of 110) - An even better recognition and likability than the original when it was aired again in 2013 (216 vs 184) - Twice the norm, all sectors included, in terms of likability (like it very much) - Increase of the awareness of Perrier Fines Bulles by 4 points, consideration by 5 points and trial by 4 points Tier 3 : - Given that it hasn’t been on air for longer than 3 month, we don’t have reliable business results yet.