Volvic believes that we have a dormant strength within ourselves and that finding it makes everything possible. As Volvic natural mineral water is from the French Auvergne Volcanoes, this belief has naturally turned into an invitation to find one’s volcano.

At the heart of the campaign is the idea that societies’ natural inclination to identify with weaknesses, rather than celebrate their strength - their "inner volcano".

So we built a multichannel initiative inviting consumers to find their volcano; reminding them of the strength they have within. Tapping into their inner strength to overcome everyday obstacles, Volvic reaches out to one and all to be a #Volvican. Building a community of like-minded individuals who represents the courageous, the adventurous and the dreamers.

This campaign aimed to inspire and encourage people to use this inner strength to achieve their goals and live life to the fullest.

Volvic sponsored Under Armour Test of Will Singapore and Puma Night Run Singapore/ Taiwan as Official Water partner; and leveraged on these events’ publicity which extended to Puma retail stores and their brand partnership with True Fitness gyms to boost our marketing efforts.

In-store promotions were created around these anchor events through social media contest inviting individuals to be part of the movement and be a Volvican.

We created content for @VovicAsia Facebook and Instagram pages, including featured-story of Chris Wang, a popular Taiwanese actor, known as the “King of Adventure”, and his journey of discovery at Volvic Source – Auvergne Volcanoes Regional Nature Park.

We also engaged influencers like Angela Lee - MMA World Champion from Singapore (with 93k followers), Daniel Lau – Rooftop Instagrammer and personal trainer from Hong Kong (with 115k followers) and other micro-influencers (atheles) to be our lead Volvicans and brand ambassadors at sporting events.

Project Volvican nurtured followers, build online content and engagement through influencers in the region; garnering a digital footprint of 635,998 reach and 25,537 engagements; with social media presence currently stands at 43,261 followers from Facebook and Instagram.

Within the 6-months integrated campaign, the brand scored 43,233 Volvicans to date, and saw more than 27,000 samples dispensed through successful brands partnership during Puma Night Run in Singapore and Taiwan and Under Armour Test of Will engagement in Singapore, which built strong association with sports and drove uplifts in brand loyalty, consideration, and awareness. 

We garnered good media coverage of 789 online mentions (including mariefranceasia.com, foodandtravelsg, hungrygowhere, teenagemagazine), with a total reach of 6,759,504 and publicity value at USD 4.9 million across PR, online ads, influencer engagement and brands partnership through event sponsorship and activations in the region.