Cannes Lions
OPTIMUM MEDIA OMD GROUP, Moscow / DANONE / 2011
Overview
Entries
Credits
Execution
Everything works in the favour of Evian:-Two TV-hosts are A-class celebrities - Travelling in search of the special spirit of France - Beautiful pictures and interesting stories told by charismatic peopleThe Agency has negotiated tailoring the plot for the client’ s needs to ensure smooth and natural integration of Evian into content while being both visible, engaging and appearing on various occasions…Born at Evian-le-Bains town, which is a favourite Spa-resort of famous politicians, monarchs, Hollywood celebsTaken from purest virgin springs in the French Alps Both served at the most prestigious locations and good for drinking during one’s daily routine
Outcome
- First appearance on TV: within beautiful story, at top TV channel, with A-class celebrities- Excellent business and brand health performance: +42% consumers, +27% loyalty - Three times less expensive vs. direct TV advertising cost!
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