Perrier - "Beach"

Ogilvy Paris

Ogilvy Paris Levallois-Perret, France

Премии

11684

Бренд: Perrier
Страна: France

Рекламодатель: Nestlé

Заголовок	Beach
Заголовок (оригинальный язык)	Plage
Агентство	Ogilvy Paris
Кампания	Melting - Perrier
Рекламодатель	Nestlé
Бренд	Perrier
Posted	Июнь 2009
Бизнес сектор	Минеральная, газированная и бутилированная вода
История	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).
Тип медиа	Печать
Рынок	Belgium, France, Greece
Креативный директор	Thierry Chiumino
Арт-директор	Eve Roussou
Арт-директор	Marie Farge
Фотограф	Jean Yves Lemoigne
Исполнительный креативный директор	Chris Garbutt
Арт-директор	Thierry Chiumino
Копирайтер	Luc Chomarat
Руководитель рекламодателя	Philippe Lepage
Специалист по работе с заказчиками	Sarah De Vilmorin
Руководитель группы по связям с рекламодателями	Dominique Dreyfus-Bellois
Закупщик художественного оформления	Laurence Nahmias
Ретушер	Christophe Huet
Моделирование	Nomansland FX
Моделирование	Pascal Molina
Global Account Planner	Mercier Loic
Marketing Director	Virginie Le Roch
Международный главный креативный директор	Tham Khai Meng