"Live Young" - Evian - (2)

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Clever advertisements and events
"Live Young" campaign is also famous for clever and innovative advertisements and events. Unfortunately, it is hard to deal with all the campaigns and events they did. Therefore, I am gonna introduce 3 representative examples that I think of as effective or clever in this writing.

 1. Digital interactive project at bus shelters (2011)
In the campaign, Baby Inside You, in 2011
During the campaign, Baby Inside you, a clever digital interactive advertisement was done in downtown Chicago. Instead of installing a static image on a panel of a bus shelter, They inserted a digital screen in a panel. When the screen is pressed, a baby's body inside the screen started dancing. This advertisement was designed for anyone who was waiting for a bus or passing by bus stops at which it was installed to enjoy the dance of the baby and the song from the screen.
In my opinion, what we need to focus is the result. Unlike other static posters, this advertisement needs an engagement of consumers. the engagement can make the advertisement more memorable than others. For about a month of the period (from July 19 to August 16), the screen was activated about 20,000 times. Considering it was set up at 4 bus shelters, it was activated about 5,000 times a shelter. Over 20,000 people was able to have deeper brand experience as the result of the advertisement. thinking about publicity of the advertisement, This ad was definitely cost-effective and successful ad for Evian.
Evian claims that it is the first brand to use touch-screen technology for an advertisement on streets. Now, it is pretty common to use touch-screen technology for ads. If the people in charge hadn't been highly enlightened in a development of technology, this creative ad wouldn't have come out. This advertisement reminds me of the importance of being enlightened in a development of technology.

2. Evian Playground (2013)

In the campaign, 31 ways to live young, in 2013

An adult-sized see-saw and swings were set up in London in January, 2013 with snow showers. The more they played, the more snow fell. consumers were able to go back to their childhood for a while when they played at the playground. Their message was certain in the campaign, "Anyone at any age can Live young - it is a state of mind and an attitude to life." Even if the whole message hadn't been delivered perfectly, people who saw or play at the playground would have been able to associate the brand, Evian, with youth and childhood. I sometimes thought offline events were useless in building brand images as I often failed to find connection between events and brand images around me. However, I changed my mind after learning about this case and now I believe well-organized offline event can help brand to build its brand image and association effectively.

3. Baby & Me application

In the campaign, Baby and me, in 2013

Do you know the function in Snap-chat which makes your face in the picture look like a baby? it was in fashion a few months ago. Evian launched s similar application about six years from now. Considering the number of news after its launch, It seems to fail to be popular. However, it is definite that it is impossible that all ad campaigns are always successful. There are always failure on the way of success. What is important is how it tried. Evian tried again to deliver their message and image in a new way, mobile application this time. I am sure that its trials for something new has been definitely one of the most important factors for building current Evian's brand asset.

Issues about effectiveness of the campaign
Roller Babies in 2009 definitely went viral. It even made Guinness Book of Records for being the most viewed ad of all time that year. However, the brand lost their market share and their sales dropped by 25% in the year when the video went viral. this case shows a successful ad doesn't necessarily lead to success in a market.
Even after a series of successful campaigns following Roller Babies, Evian continued to lose their market share until 2013. (I referred to this article) Nevertheless, Evian stuck to its core message, "Live Young". And then, The 'Baby and me' campaign was launched in 2013. The video ad went viral again on YouTube like Roller Babies. Unlike 2009, it had the effect of increasing sales this time.
Brand image and association don't be built overnight. It is always a result and fruit of consistent efforts. Regardless of decline in their market share, they consistently did similar campaigns every year in line with the core message. Even though the ads didn't make the effect of increasing sales, it was remembered by many consumers. When the time was right, those messages formed the clear image and value of the brand and resulted in increasing sales. It is definitely hard to be seen as companies are definitely sensitive to sales and market share. Then, where does their consistency come from? I guess their consistency stems from the confidence and faith in their product.

 to be continued in the next writing...

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