Perrier - "Nightclub"

Ogilvy Paris

Ogilvy Paris Levallois-Perret, France

Awards

15106

Marque: Perrier
Pays: France

Annonceur: Nestlé

Titre	Nightclub
Titre (langue originale)	Boîte
Agence	Ogilvy Paris
Campagne	Melting - Perrier
Annonceur	Nestlé
Marque	Perrier
Mise en ligne	Juin 2009
Secteur d'activité	Eaux minérales
Synopsis	SUMMARY: Courage in communication was the key to bringing the Perrier brand back to profitable growth. The objectives of the campaign were to ensure a significant increase in volume in key markets (France objective : + 5%, Belgium objective : + 4%), to gain market share over key competitors: Badoit (France), Souroti (Greece), Spa Rouge (Belgium) and to recruit 200,000 new households in France, the domestic market of Perrier. The target audience was people between 25 & 45 years old, with a significant sensitivity to culture and 'art de vivre'. They choose a brand for what it stands for and what it says about them, so they give priority to magnetic and fashion brands. Two dimensions were essential to win the daily match against waters or sodas: being daring and refreshment. Being daring is essential both against other sparkling waters, as the agency wanted the creation to make them looking like dusty brands and against sodas, as Perrier needs to prove it is on the same playground as them. The creative challenge was to dramatize refreshment; to go a step further, from refreshment to extreme refreshment and to position the refreshment not only as a pleasure or a common need, but as a vital one. The melting dimension helped to build a breakthrough, daring communication, with very graphic and magnetic art direction and numerous details to discover at each viewing of the campaign. The campaign had spectacular results in terms of volume growth (+11% in France vs a target of +5%) and in terms of recruitment (+500,000 new households vs a target of +200 000). In Belgium the increase in volume was +13% against a target of +4%, while in Greece, Perrier gained +0,5 pts in value vs the leader Souroti, in a sparkling segment that suffered overall (-1.3% val).
Type de média	Presse & publications
Marché	Belgique, France, Grèce
Directeur de création	Thierry Chiumino
Directeur artistique	Eve Roussou
Directeur artistique	Marie Farge
Photographe	Jean Yves Lemoigne
Directeur de la création	Chris Garbutt
Directeur artistique	Thierry Chiumino
Concepteur / rédacteur	Luc Chomarat
Directeur de la publicité	Philippe Lepage
Responsable de budget agence	Sarah De Vilmorin
Chef de groupe	Dominique Dreyfus-Bellois
Acheteur d'art	Laurence Nahmias
Retouche	Christophe Huet
Model Maker / Maquettiste	Nomansland FX
Model Maker / Maquettiste	Pascal Molina
Global Account Planner	Mercier Loic
Marketing Director	Virginie Le Roch