Cannes Lions

PLAYGROUND

HAVAS WORLDWIDE, London / EVIAN / 2013

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Overview

Entries

Credits

Overview

Execution

The media team needed to make commuters aware of the installations and encourage them to go and play so they ran digital formats at commuter times , ensured we maximised our presence in key interchange stations and ran low level tactical search in proximity to the installations to pick up those people searching for more information.

This campaign lived throughout January on social media channels: We launched our January hub on Facebook, ran blogger outreach, created Pinterest boards, and ran competitions on Twitter, Facebook and Pinterest for consumers to share pictures of their ways of ‘Living young’.

evian®’s experiential activation in two key London commuter hotspots turned London into a giant ‘Live Young’ playground which was supported by digital commuter media.

Finally, we leveraged key visuals from the 'Live young' installations idea so that the campaign was brought to life in store, in key accounts and in the workplace.

Outcome

The activity was supported by PR, social media and a digital outdoor media teaser campaign in over 30 London underground and rail stations. It generated 30,000 new Facebook likes in two weeks, was covered in over 30 publications, from the Daily Mail and Financial Times to the Huffington Post as well as giving hundreds of Londoners a little bit of January cheer.

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