Campaign

melotweet

the rundown

evian is known for its famous Live young campaigns starring amazing babies, especially the roller babies commercial, which achieved Guinness World Record status for most viewed ad on the Web and continues to top YouTube charts. This time around, evian wanted to express the Live young spirit in a new and engaging way. As the brand already has a strong presence on Facebook, the challenge we had to face was to find an angle to provide an original and relevant content using the microblogging service Twitter.

The Building Blocks

Instead of creating content for Twitter, we decided to create content with Twitter. To express the Live young spirit, we wondered : "what if Twitter ceased to be a tool to become a toy ?" We conceived a "digital toy" called Melotweet, to transform Twitter into a musical experience, and to make you interact in a fresh new way with your timeline, while retaining the key features of Twitter. To enforce the concept of "toy", we opted for something you can play with your fingers, very easily. So we naturally designed it for iPad and Android tablets.

Social
Twitter
Web/Apps
Google Play

The Votes

The Details

Agency

Ned Ludd

Brand

evian

Targeted Regions

Global

Marketing Objective

Launch Date

Oct. 30, 2012

The Team

Ned Ludd nedludd.fr
evian

The Results

To evaluate the success of Meloweet, we don't focus at the number of downloads, we look at users feedback. Our satisfaction is that most of them play with Melotweet for tens of minutes. They enjoy it and post thousands of positive comments on Twitter. And above all, they understand the core message of evian : that youth is not just a question of age, but more importantly, a state of mind : a new outlook on every thing, like that of a child, the ability to awaken our sense of wonder.