Perrier - "Nightclub"

Ogilvy Paris

Ogilvy Paris Levallois-Perret, 法国

奖项

15099

品牌: Perrier
国家: 法国

广告主: Nestlé

标题	Nightclub
标题 (原始语言)	Boîte
广告公司	Ogilvy Paris
广告战役	Melting - Perrier
广告主	Nestlé
品牌	Perrier
Posted	6月 2009
行业领域	矿泉水、汽水及瓶装水
剧情简介	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).
媒体类别	平面
市场	比利时, 法国, 希腊
创意总监	Thierry Chiumino
美术指导	Eve Roussou
美术指导	Marie Farge
摄影师	Jean Yves Lemoigne
执行创意总监	Chris Garbutt
美术指导	Thierry Chiumino
文案	Luc Chomarat
客户主任	Philippe Lepage
客户经理	Sarah De Vilmorin
客户主管	Dominique Dreyfus-Bellois
Art Buyer	Laurence Nahmias
Retoucher	Christophe Huet
模型制作	Nomansland FX
模型制作	Pascal Molina
Global Account Planner	Mercier Loic
Marketing Director	Virginie Le Roch