US brand indicators:•+16ppts assisted awareness vs YA at 91% in New York Volume:•+20% in Manhattan during the activation period and +34% in ChicagoMarket share:• NY: Regained leadership at 38.4% • Chicago: regained second position at 29.2%Online figures:• YouTube Evian channel ranking pre and post-campaign: #12 most-viewed channel of all times• US: 60 second viewers: 2,613,298•US Facebook global: +65,000 and 159,356 'likes'•US participants in the longest ever video: 8 hours/18 minutes/50 seconds •T-shirts sold: 600 on www.fredflare.com•Over 20,000 total touch screen activations, nearly 5,000 per location throughout the campaign.

We inspired America to feel young with Evian´s 60 second video “The Baby Inside.” The commercial uses stop-motion technology – think childhood flipbooks – with men and women wearing a t-shirt printed with the bodies of babies in different poses, (with the heads of adults and the “bodies” of babies, we amplified the “live young” mindset). The video quickly picked up popularity on YouTube, Evian's Facebook page and Vimeo.Using their webcam or iPhone-app, consumers recorded themselves and uploaded their videos to our custom site “the longest music video ever” to be added to a video. Users could also purchase licensed t-shirts, ringtones and apps from the microsite.Facebook posts and geo-targeted-on-line display advertising encouraged users to participate in video booths at Evian events, point-of-sales and OOH mobile-trucks.Digital OOH with backlit bus shelter panels and five touch-screens each featured a fully integrated screen, translating consumer movement into a digital baby dancer.

In the US, Evian has had an increasingly hard time justifying its premium price point. The competition has grown stronger, particularly Smartwater, which uses high-profile celebrity endorsements (like Jennifer Aniston) and Fiji, which has elaborate packaging.In 2011, our challenge was to reverse a decade-long sales decline with an extremely limited marketing budget. With specific goals to:- Drive sales during promotional windows by 25%, and grow annual sales 5%- Increase TOM awareness; build a relationship and proximity with consumers through Evian’s positioning.Evian water helps maintain a body’s health and youthfulness. Every time we make a health decision which makes us feel better, we want to share with friends. This is particularly true if the decision helps us feel younger.We invited people to co-create a part of Evian’s content, connecting with them in new engaging ways, and fuelling their conversations through its highly inspirational motto “live young.”