1. Marketing 2.0 Conference, Paris 2010 Evian – Leveraging the Web to Become a Top Global Brand Again BSI

2. Join the conversation MARKETING 2.0 CONFERENCE www.marketing2conference.com

3. Michael Aidan, ESCP Europe, Mar.22 2010 Evian Leveraging the web to become a Top Global Brand again

6. Evian is available in 152 countries yet with two very distinct identities Total market leader AFH focus Luxury / Frenchness / models & celebrities Essentiality / Youth / babies

7. An opportunity : leverage the web and the universal appeal of babies to create one global platform

8. June 4 June 15 TV in France and Belgium 60’’ / 30’’ Making of + babies interviews on the web D-DAY 60’’ reveal on YOU TUBE July 3 (& 6) 2 amateur baby films remix of Rappers Delight by DTA July 5 A viral global launch FR B CH G US UK JPN EVX VIRAL ACTIVATION MEDIA MIX You Tube + TV You Tube + TV You Tube + CINE/TV You Tube + EVENT You Tube +US open You Tube You Tube no

9. A viral launch with 2 streams Both leading to a global reveal on July 3 Remix contest launched on all social networks May 29 2009 2 amateur babies videos posted on June 4 and June 15 2009

10. Viral starts at home Email to 12.000 Danoners – June 17 feel free to forward if you enjoyed it Similar email for customers and suppliers

11. Viral films

17. The copy has boosted all brand image dimensions : iconicity, health, purity / origin + 12 + 7 + 12 + 9 + 6 The best water for babies A water which helps me to renew water in my body A water good for my health An extremely pure water A water that comes from the French Alps An iconic brand of the bottled still water category A brand which is an icon of a healthy living An innovative brand An "avant-garde" brand A fashionable, trendy brand +7 +11 + 14 + 23 + 12 Origin/ Purity Iconicity Health

20. A target that is incremental to TV viewers TV-contact(s) TV-campaign reach: 71.6% 3.5% incremental reach YouTube * 95% of all YouTube contacts had no TV contact 3.5% Sources: TV reach MediaMetrie YT Reach = NetView Unique YT reach calculated via the brand survey YouTube contact(s) 0.2% Reached by both YouTube and TV Figures are based upon the reach of any Evian content on YouTube Exposure to Evian Campaign Period: 1 st – 31 st July

22. How to go further ?

23. How young are you ? A baby-led coaching program

31. What next : a new « glocal » website

32. Activated in an innovative way 1.200.000 views of Paul Smith widget in one month via blogs and facebook Une horloge

33. A new off-line campaign adding status starting from the new base

37. Thank you for your attention

38. 15/07/10 Total awareness Considered brand (Top 3) Past 3 months Most often Singapore Moscow Shanghai 100% 78% 53% 76% 39% 47% 76% 30% 25% 64% 110% 74% 49% 34% 19% 50% 30% 11% 24% 10% 2% from aware to consider from consider to recent trial from recent trial to most often Brand Saliency Brand Consideration Brand Usage Source: GFK Dubai 95% 41% 31% 23% 12% 7% 1% 53% 71% 37% 63% 24% 9% 2% Singapore 69% 79% 54% 74% 40% 43% 17% Dubai Evian Volvic Who’s consumption of evian is mostly occasional