This campaign is mainly made for French, Canadian and American markets. Its goal is to attract and engage a younger target - 25 to 35 years olds- who are seeking new and sophisticated experiences in art, parties, and on the web.

Among this population, Digital is much more relevant to create engagement with a brand rather than TV, that we use to touch a more global audience.

Furthermore, there are many legal limitations in traditionnal channels in France.

Perrier is deeply linked withnightlife culture, and need to leverage this asset to engage with its younger target. Unfortunatly, nightlife convey many constraints on traditional media that prevent us from expressing the daring, provocative and sexy personality of Perrier. In short, digital was the most relevant medium to nourrish the relationship Perrier is engaging with the nightlife culture through a bold and consistent branded content experience.

Perrier is the ultimate refreshment when things turn hot. By keeping your mind fresh, it allows you to face-off extreme temperatures, but also not miss out anything in the heat of the night. The fresher you are, the more you experience. So If you were at a very special party, you’d make sure you were as refreshed as possible to enjoy every thrill it could offer, being open to any opportunities that could make your evening even more memorable. No matter how crazy the party, only Perrier can ensure you’ll stay refreshed and ready to enjoy the night.

By making such an playful and immersive experience, we have been able to create 93 330 hours of engagement. We closely worked with the media agency, Zenith Optimedia, to define a media plan that generate a lot of earned media (estimated at around 1 million dollars). By doing so, 4 millions of fantasies have been lived by 1.4 millions peoples, with 47% belonging to our target - the 25/35 years olds.

Many of them became fans : since this campaign, our fanpage has increased its fanbase by 72%.