This campaign is mainly made for French, Canadian and American markets. Its goal is to attract and engage a younger target - 25 to 35 years olds- who are seeking new and sophisticated experiences in art, parties, and on the web.

Among this population, Digital is much more relevant to create engagement with a brand rather than TV, that we use to touch a more global audience.

Furthermore, there are many legal limitations in traditionnal channels in France.

Perrier is deeply linked withnightlife culture, and need to leverage this asset to engage with its younger target. Unfortunatly, nightlife convey many constraints on traditional media that prevent us from expressing the daring, provocative and sexy personality of Perrier. In short, digital was the most relevant medium to nourrish the relationship Perrier is engaging with the nightlife culture through a bold and consistent branded content experience.

Perrier is much more than a sparkling water, it’s an icon. But its consumers are getting older. For the past few years Perrier focused its attention to nourishing its relationship with its younger target. The brand leveraged its off-beat personality and its close link to nightlife, which are very important pillars of Perrier’s DNA.

Perrier is the ultimate refreshment when things turn hot. Keeping your body and mind fresh, it allows you to face extreme temperatures, but also avoid missing anything in the heat of the night. The fresher you are, the more you experience.

From this, we designed a digital experience that enable people to live a party they wouldn't normally live, but have always dreamed about being invited to. So we conceived “ PerrierSecretPlace”, the first interactive film that puts you in the shoes of a guest who goes to a very special evening party. An evening where all guests will live their craziest fantasies. Whatever your fantasies are, Perrier will allow you to live them all, and will take you along for a great ride. To do so, all characters that you see on screen are clickable. By playing their role, you could live their fantasy. Choose among 60 different lives, and as many fantasies, to live the night you want to live... There are almost 10 000 differents way to experience this party.

It is a 80 minutes experience conceived with a real movie studio production, for 18 months.

To give users the opportunity to continue the party in real life, we have hidden a secret Perrier bottle somewhere in the party. If you find it, you may have a chance to win an exclusive invitation and go to one of the craziest parties all around the world.

This experience happens on a microsite, perriersecretplace.com.

To maximize the way we were reaching our target, we orchestrated the following:

1. Bloggers were invited to our extraordinary shoot, the kind they've always longed to be part of, so they would share their experience

2. We teased our community a week before the launch.

3. We worked with Blog seeding providers to encourage word-of-mouth and spread widely the experience.

4. Then paid media (display) was used to reach massively our targeted audience.

5. Through social media, we gave clues for the bottle quest to animate our community and recruit new fans.

By making such an playful and immersive experience, we have been able to create 93,330 hours of engagement. We closely worked with the media agency, Zenith Optimedia, to define a media plan that would generate a lot of earned media (estimated at around 1 million dollars). By doing so, 4 millions of fantasies have been lived by 1.4 millions peoples, with 47% belonging to our target - the 25/35 years olds. Many of them became fans : since this campaign, our fanpage has increased its fanbase by 72%.