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
|
Credits
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.