Evian Live Young

Mission

  • French water brand evian wished to extend its worldwide Live Young campaign to Australia. The Live Young campaign encouraged its audience to revisit their childhood and reinforced the brand’s vision that youth is a positive universal value that everyone shares.

     

  • evian’s Australian brand experience agency BEcause engaged Agent99 to build awareness of the Australian ‘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.

Solution

  • Agent99 developed a comprehensive content plan that would communicate the importance of youth and childhood.

  • Three influencer advocates were appointed to communicate messages devised by Agent99.

  • 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 vital for physical and mental health.

  • An integrated social media and traditional PR campaign was rolled out concurrently to achieve mass publicity amongst the target audience.

  • A Facebook and Instagram-led photo competition was launched, urging Aussies to share an image of themselves playing in their backyard. Media coverage pointed to the competition along with the events that audiences could attend.

Results

  • Extensive media and influencer 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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