Campaign of the week: Evian “Live Young”
Mari Basson
Puppies, sex and babies; what do these three things have in common; they all spell sure fire success in any marketing campaign. The net effect; everyone uses them, and the ability to be innovative in doing so is seemingly impossible. Unless of course you’re talking about Evian’s “Live Young” campaign. Which took baby advertising to a whole new level.
Spear headed by the above viral video that had babies, dancing, music and all round cute appeal. This campaign stands out because of how they took it to the nth degree. Capitalizing on people’s initial attraction by allowing them to embrace the babies as if they where their own.
From downloading the soundtrack, to setting the baby as your wallpaper Evian succeeded in giving the consumer numerous touch points. But what makes this campaign stand out from the others is Evian’s use of social networking sites, most notably Facebook.
Evian created Facebook profiles for the video babies, allowing fans to befriend these beloved rollerblading munchkins while inadvertently befriending the brand. I now count Tom Morse, the roller stunt Evian baby, among my Facebook friends. Granted he isn’t real, but the effect he has on Evian customer loyalty definitely is.
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