Diese Präsentation wurde erfolgreich gemeldet.
Wir verwenden Ihre LinkedIn Profilangaben und Informationen zu Ihren Aktivitäten, um Anzeigen zu personalisieren und Ihnen relevantere Inhalte anzuzeigen. Sie können Ihre Anzeigeneinstellungen jederzeit ändern.
Reinventing a global brand through digital<br />Michael Aidan – iStrategy May 10, 2011<br />
What is common to all iconic brands ?<br /><ul><li>Heritage / origin story
Credibility
Aspiration beyond just product
Ability to reinvent itself
Consistency</li></li></ul><li>Becoming one of the top global brands means for Evian to…<br /><ul><li>Deploy world-class co...
Reignite innovation</li></li></ul><li>Evian is present in 152 pays with 2 very distinct missions and perceptions<br />Luxu...
a world-class communication platform behind one brand idea :<br />LIVE YOUNG<br />
Our strategic choice : build the full brand ladder yet focus advertising on emotional benefit only<br />EMOTIONAL<br />BEN...
A straightforward brief<br />Evian needs a copy that   : <br />	- goes up the brand ladder : Youth<br />	- is consistent w...
BB Roller video<br />
A global viral launch<br />remix of Rappers Delight by DTA<br />TV in France and Belgium 60’’ / 30’’<br />D-DAY 60’’ revea...
A viral launch with 2 streams<br />Remix contest launched on <br />social networks May 29 2009<br />2 amateur babies video...
Viral starts at home<br />Email to 12.000 Danoners – June 17<br />feel free to forward if you enjoyed it<br />Similar emai...
Rollerbabies : success beyond expectations<br />Driving massive PR<br />2. Strongly building image<br />3. Boosting sales ...
Image : The campaign builds all brand pilars<br />Iconicité<br />An iconic brand of the bottled still water category<br />...
Business impact : strong across both clusters<br />FRANCE<br />UK<br />128<br />118<br />112<br />109<br />100<br />100<br...
Reach of a new target which is not TV’s<br />Exposure to Evian Campaign<br />Period: 1st – 31st July<br />Reachedbyboth Yo...
	How to go further ?<br />
  How young are you ?<br />
Delivering your youth quotient based on a few tests and a profile<br />
Explaining the link between hydration and physical + intellectual abilities<br />
…and then prolonged the story off line<br />
Off-line : Live Young in print and posters<br />
The new Live Young viral (?) on line event<br />
The new Live Young ad leads to new brand connection experiences<br />Baby inside on TV + web<br />Taking the brand experie...
Viral goes to the mall<br />
Viral goes to the mall<br />
Viral can also sell Tshirts<br />Now available on shop.evian.com<br />
Viral can reignite innovation<br />
2010 glass range renovation<br />Returnable glass<br />Personalized<br />Limited editions<br />Premium glass<br />
Viral launch of Evian limited edition bottles<br />1.400.000 views in one month<br />L’animation de la bouteille en introd...
Viral goes to weddings<br />
Nächste SlideShare
Wird geladen in …5
×

iStrategy AMS 2011 - Michael Aidan, Evian

6.793 Aufrufe

Veröffentlicht am

iStrategy Amsterdam 2011 : Michael Aidan, Global Brand Director, Evian - Reinventing a Global Brand Through Digital (Day One - Split Stream Interactive Workshops)

  • DOWNLOAD FULL BOOKS INTO AVAILABLE FORMAT ......................................................................................................................... ......................................................................................................................... 1.DOWNLOAD FULL PDF EBOOK here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL EPUB Ebook here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL doc Ebook here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL PDF EBOOK here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL EPUB Ebook here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL doc Ebook here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... ......................................................................................................................... ......................................................................................................................... .............. Browse by Genre Available eBooks ......................................................................................................................... Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult,
       Antworten 
    Sind Sie sicher, dass Sie …  Ja  Nein
    Ihre Nachricht erscheint hier
  • DOWNLOAD FULL BOOKS INTO AVAILABLE FORMAT ......................................................................................................................... ......................................................................................................................... 1.DOWNLOAD FULL PDF EBOOK here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL EPUB Ebook here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL doc Ebook here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL PDF EBOOK here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL EPUB Ebook here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL doc Ebook here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... ......................................................................................................................... ......................................................................................................................... .............. Browse by Genre Available eBooks ......................................................................................................................... Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult,
       Antworten 
    Sind Sie sicher, dass Sie …  Ja  Nein
    Ihre Nachricht erscheint hier
  • DOWNLOAD FULL BOOKS INTO AVAILABLE FORMAT ......................................................................................................................... ......................................................................................................................... 1.DOWNLOAD FULL PDF EBOOK here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL EPUB Ebook here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL doc Ebook here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL PDF EBOOK here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL EPUB Ebook here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL doc Ebook here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... ......................................................................................................................... ......................................................................................................................... .............. Browse by Genre Available eBooks ......................................................................................................................... Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult,
       Antworten 
    Sind Sie sicher, dass Sie …  Ja  Nein
    Ihre Nachricht erscheint hier
  • DOWNLOAD FULL BOOKS INTO AVAILABLE FORMAT ......................................................................................................................... ......................................................................................................................... 1.DOWNLOAD FULL PDF EBOOK here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL EPUB Ebook here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL doc Ebook here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL PDF EBOOK here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL EPUB Ebook here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL doc Ebook here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... ......................................................................................................................... ......................................................................................................................... .............. Browse by Genre Available eBooks ......................................................................................................................... Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult,
       Antworten 
    Sind Sie sicher, dass Sie …  Ja  Nein
    Ihre Nachricht erscheint hier
  • DOWNLOAD FULL BOOKS INTO AVAILABLE FORMAT ......................................................................................................................... ......................................................................................................................... 1.DOWNLOAD FULL PDF EBOOK here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL EPUB Ebook here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL doc Ebook here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL PDF EBOOK here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL EPUB Ebook here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL doc Ebook here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... ......................................................................................................................... ......................................................................................................................... .............. Browse by Genre Available eBooks ......................................................................................................................... Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult,
       Antworten 
    Sind Sie sicher, dass Sie …  Ja  Nein
    Ihre Nachricht erscheint hier

iStrategy AMS 2011 - Michael Aidan, Evian

  1. 1. Reinventing a global brand through digital<br />Michael Aidan – iStrategy May 10, 2011<br />
  2. 2. What is common to all iconic brands ?<br /><ul><li>Heritage / origin story
  3. 3. Credibility
  4. 4. Aspiration beyond just product
  5. 5. Ability to reinvent itself
  6. 6. Consistency</li></li></ul><li>Becoming one of the top global brands means for Evian to…<br /><ul><li>Deploy world-class communication </li></ul> behind a single platform<br /><ul><li>Convincingly tell our credibility stories </li></ul> (health and purity) to the right people<br /><ul><li>Improve global alignment & consistency
  7. 7. Reignite innovation</li></li></ul><li>Evian is present in 152 pays with 2 very distinct missions and perceptions<br />Luxury / French / glamour & celebrities<br />AFH focus<br />Essentiality / Youth / babies<br />Total market leader<br />
  8. 8. a world-class communication platform behind one brand idea :<br />LIVE YOUNG<br />
  9. 9. Our strategic choice : build the full brand ladder yet focus advertising on emotional benefit only<br />EMOTIONAL<br />BENEFIT<br />FUNCTIONAL<br />BENEFIT<br />REASONWHY<br />YOUTH<br />HEALTH<br />PURITY<br />FEEL<br />HAS<br />DOES<br />
  10. 10. A straightforward brief<br />Evian needs a copy that : <br /> - goes up the brand ladder : Youth<br /> - is consistent with the brand heritage<br /> where it has one : babies as a symbol<br /> - is global / creates one universal platform<br /> - is web centered as few CBU’s have €€<br /> - is viral (!!!)<br />
  11. 11. BB Roller video<br />
  12. 12. A global viral launch<br />remix of Rappers Delight by DTA<br />TV in France and Belgium 60’’ / 30’’<br />D-DAY 60’’ reveal on YOU TUBE<br />2 amateur baby films<br />Making of + babies interviews on the web<br />June 15<br />July 3 (& 6)<br />July 5<br />July 20<br />June 4<br />
  13. 13. A viral launch with 2 streams<br />Remix contest launched on <br />social networks May 29 2009<br />2 amateur babies videos posted on June 4 and June 15 2009<br />Both leading to a global reveal on July 3<br />
  14. 14. Viral starts at home<br />Email to 12.000 Danoners – June 17<br />feel free to forward if you enjoyed it<br />Similar email for customers and suppliers<br />
  15. 15. Rollerbabies : success beyond expectations<br />Driving massive PR<br />2. Strongly building image<br />3. Boosting sales in all geographies<br />4. Reaching a new target<br />5. Building a unique global Youth platform embodied by the Evian babies<br />
  16. 16. Image : The campaign builds all brand pilars<br />Iconicité<br />An iconic brand of the bottled still water category<br />A brand which is an iconof a healthy living<br />An innovative brand<br />An "avant-garde" brand<br />A fashionable, trendy brand<br />+7<br />+11<br />+ 14<br />+ 23<br />+ 12<br />Origine / Pureté<br />Santé<br />The best water for babies <br />A water which helps me to renew water in my body<br />A water good for my health<br />An extremely pure water <br />A water that comes fromthe French Alps<br />+ 7<br />+ 12<br />+ 12<br />+ 9<br />+ 6<br />
  17. 17. Business impact : strong across both clusters<br />FRANCE<br />UK<br />128<br />118<br />112<br />109<br />100<br />100<br />Source / Nielsen Panel <br />Source / Nielsen Panel <br />SINGAPORE<br />USA - NY<br />132<br />106<br />114<br />121<br />100<br />100<br />Source / Nielsen Panel <br />Source / Nielsen Panel <br />
  18. 18. Reach of a new target which is not TV’s<br />Exposure to Evian Campaign<br />Period: 1st – 31st July<br />Reachedbyboth YouTube and TV<br />TV-contact(s)<br />TV-campaign reach:<br />71.6%<br />0.2%<br />3.5%<br />3.5%incrementalreach YouTube*<br />95% of all YouTube contactshadno TV contact<br />Figures are based upon the reach of any Evian content on YouTube<br />YouTube contact(s)<br />Sources: <br />TV reach MediaMetrie <br />YT Reach = NetView <br />Unique YT reach calculated via the brand survey<br />
  19. 19. How to go further ?<br />
  20. 20. How young are you ?<br />
  21. 21. Delivering your youth quotient based on a few tests and a profile<br />
  22. 22. Explaining the link between hydration and physical + intellectual abilities<br />
  23. 23. …and then prolonged the story off line<br />
  24. 24. Off-line : Live Young in print and posters<br />
  25. 25. The new Live Young viral (?) on line event<br />
  26. 26. The new Live Young ad leads to new brand connection experiences<br />Baby inside on TV + web<br />Taking the brand experience to anotherlevel<br />
  27. 27. Viral goes to the mall<br />
  28. 28. Viral goes to the mall<br />
  29. 29. Viral can also sell Tshirts<br />Now available on shop.evian.com<br />
  30. 30. Viral can reignite innovation<br />
  31. 31. 2010 glass range renovation<br />Returnable glass<br />Personalized<br />Limited editions<br />Premium glass<br />
  32. 32. Viral launch of Evian limited edition bottles<br />1.400.000 views in one month<br />L’animation de la bouteille en introduction<br />
  33. 33. Viral goes to weddings<br />
  34. 34. Lastly viral can drive results and your rankings<br />2,7%<br />1,3%<br />2008<br />2009<br />2010*<br />Volume<br />CANN<br />-6,5%<br />-7,6%<br />-8,5%<br />-8,6%<br />9pts swing<br />
  35. 35. What we have learnt so far on digital…<br /><ul><li>“It’s a new world” but not a hostile one :
  36. 36. Quality of the content is king
  37. 37. Consumers turn can either skip or turn into media
  38. 38. KOL / networking approach is instrumental
  39. 39. Cost of failure (or success) is limited : trial mode
  40. 40. Need to accept more limited control
  41. 41. It does not yet replace the old world :</li></ul>- Significant differences exist between countries, categories<br />- They can work hand in hand and build upon each other<br /><ul><li>We need to avoid falling into the old world’s bad habits & traps : forced messages
  42. 42. And also avoid the new world’s ones </li></li></ul><li>Thank you<br />

×