Perrier - "Beach"

Ogilvy Paris

Ogilvy Paris Levallois-Perret, France

Ödüller

11685

Marka: Perrier
Ülke: France

Reklamcı: Nestlé

Başlık	Beach
Başlık (ana dil)	Plage
Haftanın	Ogilvy Paris
Kampanya	Melting - Perrier
Reklamcı	Nestlé
Marka	Perrier
Posted	Temmuz 2009
Sektör	Mineral, Sparkling & Bottled Waters
hikaye	SUMMARY: Courage in communication was the key to bringing the Perrier brand back to profitable growth. The objectives of the campaign were to ensure a significant increase in volume in key markets (France objective : + 5%, Belgium objective : + 4%), to gain market share over key competitors: Badoit (France), Souroti (Greece), Spa Rouge (Belgium) and to recruit 200,000 new households in France, the domestic market of Perrier. The target audience was people between 25 & 45 years old, with a significant sensitivity to culture and 'art de vivre'. They choose a brand for what it stands for and what it says about them, so they give priority to magnetic and fashion brands. Two dimensions were essential to win the daily match against waters or sodas: being daring and refreshment. Being daring is essential both against other sparkling waters, as the agency wanted the creation to make them looking like dusty brands and against sodas, as Perrier needs to prove it is on the same playground as them. The creative challenge was to dramatize refreshment; to go a step further, from refreshment to extreme refreshment and to position the refreshment not only as a pleasure or a common need, but as a vital one. The melting dimension helped to build a breakthrough, daring communication, with very graphic and magnetic art direction and numerous details to discover at each viewing of the campaign. The campaign had spectacular results in terms of volume growth (+11% in France vs a target of +5%) and in terms of recruitment (+500,000 new households vs a target of +200 000). In Belgium the increase in volume was +13% against a target of +4%, while in Greece, Perrier gained +0,5 pts in value vs the leader Souroti, in a sparkling segment that suffered overall (-1.3% val).
Medya Türü	Print
Market	Belgium, France, Greece
Yaratıcı Yönetmen	Thierry Chiumino
Sanat Yönetmeni	Eve Roussou
Sanat Yönetmeni	Marie Farge
Fotoğrafçı	Jean Yves Lemoigne
Yaratıcı Yönetmen	Chris Garbutt
Sanat Yönetmeni	Thierry Chiumino
Reklam Yazarı	Luc Chomarat
Reklam Süpervizörü	Philippe Lepage
Müşteri Temsilcisi	Sarah De Vilmorin
Müşteri Süpervizörü	Dominique Dreyfus-Bellois
Sanat İşleri Satın Alma Sorumlusu	Laurence Nahmias
Retoucher	Christophe Huet
Model Tasarımı	Nomansland FX
Model Tasarımı	Pascal Molina
Global Account Planner	Mercier Loic
Marketing Director	Virginie Le Roch
Worldwide Chief Creative Officer	Tham Khai Meng