Evian

Mission

  • The French water brand famous globally for its roller-skating and dancing babies advertisements wanted to encourage Australians to revisit their youth.
  • evian’s Live Young worldwide campaign was about reasserting the brand’s vision of youth as a positive universal value everyone shares.
  • evian’s Australian brand experience agency BEcause challenged Agent99 to build awareness of the ‘Live Young in the Backyard’ campaign and drive footfall to a giant Hills Hoist construction that adults could swing off in Sydney’s CBD and iconic Bondi Beach.

Evian

Evian

Approach

  • Agent99 appointed three blogger advocates for the campaign and developed a comprehensive content plan that would communicate evian’s message.
  • Dr. Adam Fraser, a leading human performance researcher was selected by Agent99 as the evian Live Young expert to provide insight into why playing like a child is important for physical and mental health.
  • An integrated online and traditional PR campaign was rolled out concurrently to achieve mass publicity amongst the target audience.
  • The campaign incorporated a Facebook and Instagram-led photo competition that urged Aussies to share a photo of themselves playing in the backyard. Media coverage pointed to the competition along with the events that audiences could attend.

Results

  • Extensive media and blogger coverage achieved across leading target titles, communicating evian’s global Live Young message.
  • Mass entries into the evian Live Young Instagram competition secured.

  • High level footfall at both events with meaningful brand engagement and word of mouth activated across the desired demographic.

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