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Le Club

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the rundown

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, the 25-35 year old social hedonists, who do not 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.

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The Building Blocks

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 was not static. There was a reason to keep coming back, and sharing the video – because the experience got progressively more intense. Online video thus became truly social.

The Votes

The Details

Agency
Brand
Perrier
Targeted Regions
  • Europe
Marketing Objective
Launch Date
June 7, 2011

The Team

  • Ogilvy & Mather www.ogilvy.com
  • Christ Garbutt, Executive Creative Director
  • Thierry Chiumino, Creative Director
  • Frederic Levron, Head of Digital & Branded Content
  • Thomas Christiaen, Agency Account Director
  • Baptiste Clinet, Copywriter
  • Nicolas Lautier, Copywriter
  • Florian Bodet, Art Director
  • Laure Bayle, TV Producer
  • Hugo Diaz, Digital Producer
  • Perrier
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The Stats

  • 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

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 1:20. Over 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.

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