Le Club Perrier - Can you handle the heat?
Although Perrier is an iconic brand, it seems that the younger crowd
between 25 and 35 years old tends to consume less than what the company aims.
Because of that, Perrier teamed up with Ogilvy Paris in order to create a
unique and interactive campaign on YouTube.
One could say that the more people there are in a club, the hotter it gets.
The campaign tried to bring this concept to life. The core idea was that the
campaign’s channel evolved as the number of views increased.
In this context, the agency created six different videos in total. Each one
of them takes place in a club that goes by the name “Le Club” and shows the
same tracking camera shot, following a young woman walking through the venue.
In the end, the woman drinks a Perrier.
In the first video we saw an empty club, whereas in the second one we
noticed a few people. In the third video things were starting to heat up with
fiery cocktails and sweaty bodies and so forth. Depending on the total number
of viewers up to that specific moment, a different video was becoming
available. Check out the following teaser:
According to Google’s Think Insights, during the month that the campaign
took place, Perrier’s YouTube channel gathered over 11 million views. Moreover,
more than 28 million impressions were generated in press and blogs.
People visited the channel more than once, because Perrier gave them a
reason to.
In addition to that, with the above marketing campaign Perrier managed to
achieve its main goal: to increase brand awareness among people aged 25 to 35.
It was an interesting idea, that was executed very well.
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