The brief was simply to create an impactful activation to be localized across our main geo-location, establishing a clear role of Evian in consumers' lives through locally relevant occasions (moment of consumption) and benefits. Aimed at connecting consumers with the Evian brand by immersing them in its unique source story and natural filtration process, making Evian the right hydration partner for a healthier everyday life.

A brand experience that showed how there’s nothing more essential to life than fresh natural mineral water through a game that is as intuitive as drinking water. ‘True Source’ is an endless runner game that lets you discover the French Alps and Evian’s unique source story through intuitive gameplay against a serene backdrop.

Our real physical needs are simple. ‘True Source’ the game, is an invitation to draw inspiration from nature. Evian’s pure mineral water helps you reset, and gives you the energy to peak your own potential every day, so you have the confidence to let your true self shine through; no matter what you set your mind on. We celebrate natural potential, that we reach our own pace. So we can be confident in ourselves. Aim true, so you can peak your natural potential.

We invited consumers to spend time with us in the French Alps. Through a gamified experience, we turned low-involved audiences into highly-engaged customers who understood what Evian really stood for – naturally filtered water with naturally occurring electrolytes and minerals. Our endless runner game captured the cycle of Evian’s pure water from the peak of the French Alps down to the foot of Évian-les-Bains. Controlling an Evian bottle, audiences floated through different WebGL environments collecting water and minerals while avoiding obstacles at increasing difficulty levels. Throughout the experience, we introduced audiences to informational get-to-know-you facts about Evian putting us back at the top of their minds. We also increased product consumption and brand awareness by presenting a lucky draw incentive that required purchase for participation.

The experience reached an audience of 9.4 million across APAC, with 15,500 participants, a game completion rate of 73%, with an average of 7 minutes of engagement per visit. All in all, we elevated the alps and kept Evian at its natural peak – top-of-mind to our consumers who saw the value in our premium.