| 标题 | Fred/Enzo |
| 广告公司 | BETC Paris |
| 广告战役 | Baby&Me |
| 广告主 | Danone |
| 品牌 | Evian |
| 首次发布日期 | 2013 / 5 |
| 行业领域 | 矿泉水、汽水及瓶装水 |
| 剧情简介 | SUMMARY: In a trivialized and price-driven market, with consumers reluctant to spend money on bottled water, evian faced fierce competition in a category where price promotion had become a key driver. evian needed to justify its premium price by building brand value and preference. This campaign set out to reconnect the brand with the deep meaning of the benefit of youth, to create an event around the brand and stand out despite a very limited budget, and to generate additional volume sales evian Baby&Me helped everyone reconnect to their inner baby, using a playful digital application to let consumers live the experience, an entertaining film where adults met their reflections as babies, Out-of-Home to add to the universality of the youth benefit and street events. The campaign maximised earned media, reinforced the brand’s characteristics of youth, closeness and price justification and generated additional volume sales. 24 million babies were generated on the App, which became the most downloaded App on the Apple store in the entertainment category for 2 weeks. Most importantly, sales volume and value increased in all target markets, especially in the UK, where average weekly sales grew 30% immediately after the ad launched. |
| 剧情简介 (原始语言) | Une campagne événementielle mettra en scène cette rencontre en affichage. En France, à partir du 15 mai, certains quais de métro seront envahis par 10 portraits de personnages de tous genres et de tous âges, découvrant avec étonnement leur « baby-me3 » de l’autre côté du quai, dans un effet miroir. Parmi eux, deux visages connus : la championne de tennis Maria Sharapova et la talentueuse golfeuse Melissa Reid. |
| 哲学 | La marque evian souhaite une fois encore offrir à son public un spectacle étonnant et jubilatoire. |
| 媒体类别 | 户外广告 |
| 长度 | |
| 市场 | 加拿大, 美国, 阿拉伯联合酋长国, 中国, 日本, 中国台湾, 新加坡, 俄罗斯, 乌克兰, 比利时, 法国, 德国, 瑞士, 英国 |
| 广告经理 | Michael Aidan |
| 广告经理 | Laurent Houel |
| 客户经理 | Marielle Durandet |
| 客户经理 | Estelle Colas |
| 客户经理 | Gaëlle Gicqueau |
| 客户经理 | Isabelle Picot |
| 客户经理 | Charlotte Bals |
| 执行创意总监 | Rémi Babinet |
| 美术指导 | Agnès Cavard |
| 联合美术指导 | Félix Falzon |
| 文案 | Valérie Chidlovsky |
| Media Agency | Havas Media Network |
| 广告经理 | Cécile Turkel |
| Traffic Director | Elise Herfort |
| Media Strategy Director | Martine Picard |
| 广告经理 | Julien Nuzzo |
| 广告经理 | Caroline Alzieu |
| 广告经理 | Jennifer Fernandez |
| 摄影师 | Benni Valsson |
| Art Buyer | Nathalie Gruselle |
| 制片 | Isabelle Severi |
| 制作公司 | Rita Productions |
| Print Producer | Sarah Belhadj |
| Print Producer | Annick Audoux |
| Print Producer | Martine Picard |
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