Evian and MSN UK - Case Study

Evian and MSN UK - Case Study
MSN increase Evian’s brand awareness with a ‘refreshing’ campaign –
Jan 2004
Evian is one of the world’s leading natural mineral water brands.
In January 2004, for the third year, Evian positioned themselves as the “New Year
detox solution” - a way to clean the body and mind after the excesses of Christmas
and the New Year. They also wanted to offer people detox tips whilst interacting
with the Evian brand.
Evian do not have a UK specific website and have never before advertised online
before.
The Marketing Challenge
Evian wanted to increase consumer awareness of the drink’s healthy attributes
and encourage people to associate Evian with detoxing after the New Year
celebrations.
It was important that people were targeted on their first day back at work and Evian
wanted to gain best access to people in the office environment.
Campaign Objectives:
• Help Evian own the new year detox in consumers minds
• Drive mass coverage and awareness of this association
• Communicate to people on their first day back at work (education through
consumer engagement)
• Reach at least 3 million homepage exposures
• Reach over 100,000 Evian microsite visits
The Marketing Solution:
Evian decided to team with a partner that could offer the largest possible engaged
audience and chose online as part of their overall integrated marketing campaign.
Nick Brock, Evian Senior Brand Manager, explained, “We wanted to reach as many
people as possible in the first few weeks back at work after the Christmas and New
Year festivities. Online seemed the obvious channel because it has the strength to
reach huge numbers of the targeted audience.”
The reach objective was fulfilled by working with MSN. MSN is the UK’s largest
portal attracting over 16.6 million visitors per month in the UK (Nielsen January
2004) and MSN ranked very high for Evian’s target audience.
Microsoft, MSN, and the MSN logo are either registered trademarks or trademarks of Microsoft Corporation in the United States and/or other countries.
The Creative Execution:
The campaign launched on the 5th January, perfect to catch those surfing the net
on their first day back at work, with an attention grabbing MSN homepage takeover,
over 2 days.
A banner ran across the top of the screen, carrying the line, ‘Need a New Year
Detox?’; water from an Evian bottle poured into a fishbowl containing an ugly fish
who had clearly overdone it within the right-hand homepage skyscraper. As the
Evian poured into the bowl the fish changed into a brightly-coloured tropical fish.
The skyscraper then changed to read ‘Click here to begin your Detox with Evian’.
The link led consumers to an Evian ‘New Year, New You’ Microsite with a Detox
Guide and Top Ten Detox Tips, which included useful hints on rejuvenating your
system alongside branding elements. The Microsite was promoted from 5th to 31st
January.
Microsoft, MSN, and the MSN logo are either registered trademarks or trademarks of Microsoft Corporation in the United States and/or other countries.
The Campaign’s success:
Evian carried out a pre and post campaign analysis with AdIndex, a research
company that use control-exposed methodology that measures the branding value
of online ad campaigns.
Evian’s post campaign analysis saw;
• Top of mind awareness was very high, with over half of users saying
“Evian” when thinking of bottled water
• The perception that “Evian helps you detox better than other waters”
considerably increased with those who visited the microsite
• The MSN homepage saw over 3,2 million users - 8% above the campaign
target of 3 million
• The editorial feature saw over 121,000 users – 22% above the campaign
target of 100,000
Commenting on the success of the campaign, Nick Brock, Evian’s Senior Brand
Manager said, “Online marketing is a new area for Evian and MSN provided a large
potential audience. They were flexible in making adjustments to the campaign to
ensure maximum exposure and positive results and by tracking the response from
every user, we know how successful the campaign has been.”
Chris Ward, MSN Commercial Director commented, “The Evian brand already
benefits from high brand awareness, and therefore wanted MSN to help them
focus on messaging and association. Online was the ideal channel to do this,
whilst targeting a key audience – workers back in the office after the New Year
celebrations.”
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Microsoft, MSN, and the MSN logo are either registered trademarks or trademarks of Microsoft Corporation in the United States and/or other countries.