Perrier is an iconic brand with a strong personality: daring, elegant, sexy and provocative, with a unique French touch. Unfortunately, while this holds true for our core consumers, Perrier tends to be less consumed by a younger crowd: 25-35-year-old social hedonists don't necessarily relate to the brand. The challenge was to seduce this highly demanding target with an idea that would leverage Perrier's promise as the ultimate refreshment. We had to engage with them digitally, to push the iconic status of the brand even further and generate high buzz and earned media.

Launch the campaign
Published
September 2013
Topics

The Story

Perrier is an iconic brand with a strong personality: daring, elegant, sexy and provocative, with a unique French touch. Unfortunately, while this holds true for our core consumers, Perrier tends to be less consumed by a younger crowd: 25-35-year-old social hedonists don't necessarily relate to the brand. The challenge was to seduce this highly demanding target with an idea that would leverage Perrier's promise as the ultimate refreshment. We had to engage with them digitally, to push the iconic status of the brand even further and generate high buzz and earned media.

The more people there are in a club, the hotter it gets. We brought this concept to life online with the first ever video that evolved with the number of viewers. Each visit to Perrier’s YouTube Channel made the view counter rise. As this temperature rose, the video got hotter, increasing the viewers’ need for a refreshing Perrier. We had created a video that actually encouraged repeat viewing because the content wasn’t static. There was a reason to keep coming back and keep sharing the video – because the experience got progressively more intense. Online video thus became truly social.

The Technology

The Results

In one month, Le Club Perrier gathered over 11 million views on YouTube. The campaign engaged our target, with over 25% of users returning to the channel at least once during the campaign. The average time spent on the channel was one minute and 20 seconds. More than 28 million impressions were generated in press and blogs. Le Club Perrier was the most tweeted link in France during the first week of the campaign. The campaign was ranked at #5 among viral videos during the campaign period. Most critically, studies show that Le Club Perrier has helped increased brand consideration amongst our recruitment target.

200

Liters of syrup to make the club melt

100

Hot comedians in the club for the shoot

2000

Bottles of Perrier to refresh the shoot

Launch Date June 7, 2011