US brand indicators:•+16ppts assisted awareness vs YA at 91% in New York Volume:•+20% in Manhattan during the activation period and +34% in ChicagoMarket share:• NY: Regained leadership at 38.4% • Chicago: regained second position at 29.2%Online figures:• Youtube Evian channel ranking pre and post-campaign: #12 most-viewed channel of all times• US :60 second viewers: 2,613,298•US Facebook global: +65,000 and 159,356 likes•US participants in the longest ever video: 8 hours/18 minutes/50 seconds •T-shirts sold : 600 on www.fredflare.com•Over 20,000 total touch screen activations, nearly 5,000 per location throughout the campaign

We inspired America to feel young with Evian´s 60-second video “The Baby Inside.” The commercial uses stop-motion technology – think childhood flipbooks – with men and women wearing a t-shirt printed with the bodies of babies in different poses, (with the heads of adults and the “bodies” of babies, we amplified the “live young” mindset) . The video quickly picked up popularity on YouTube, Evian's Facebook page and Vimeo.Using their webcam or iPhone-app, consumers recorded themselves and uploaded their videos to our custom site “the longest music video ever” to be added to a video. Users could also purchase licensed t-shirts, ringtones and apps from the microsite.Facebook posts and geo-targeted-on-line display advertising encouraged users to participate in video booths at Evian events, point-of-sales and OOH mobile-trucks.Digital OOH with backlit bus shelter panels and five touch-screens each featured a fully integrated screen, translating consumer movement into a digital baby dancer.

In the US, Evian has had an increasingly hard time justifying its premium price point. The competition has grown stronger, particularly Smartwater, which uses high-profile celebrity endorsements (like Jennifer Aniston) and Fiji, which has elaborate packaging.In 2011, our challenge was to reverse a decade-long sales decline with an extremely limited marketing budget. With specific goals to:- Drive sales during promotional windows by 25%, and grow annual sales 5%- Increase TOM awareness; build a relationship and proximity with consumers through Evian’s positioning.Evian water helps maintain a body’s health and youthfulness. Every time we make a health decision which makes us feel better, we want to share with friends. This is particularly true if the decision helps us feel younger.We invited people to co-create a part of Evian’s content, connecting with them in new engaging ways, and fuelling their conversations through its highly inspirational motto “live young.”