The month-long drive launches today (1 January) on Facebook and Twitter with Evian fans being asked to act young in different ways, such as asking for a piggy back or playing sleeping lions at work. A new message will run every day as the initiative extends to ads in the Metro newspaper as well as on digital screens and escalator panels across London Underground stations.
All posts will encourage commuters to take part using the #LiveYoungJanuary hashtag for the chance to win prizes. Evian is also offering virtual Child on Board badges, which are spoof Baby on Board Badges, to those fans interacting with the brand throughout January.
The campaign is backed by in-store promotions across 10,000 point of sale units and 2,000 displays in the UK and Ireland. Additionally, the brand will run a survey around the campaign as well as launch a surprise experiential stunt in the coming weeks.
The flurry of activity is the latest in the brand’s “Live Young” strategy to get adults to rediscover their inner youthful self. Evian has updated the creative concept from last year’s campaign when it created adult-sized, snowmaking playgrounds across London.
Sophie Brooks, senior brand manager at Evian, says this year’ effort attempts to “inject” some “Live Young” attitude into the working day.
She adds: “We think commuters will love our witty daily ads, and our fans on social media will have additional opportunities to interact with the campaign, too. Hopefully Evian can help to make everyone’s January a bit less blue and a lot more pink.”
The campaign was developed in collaboration with We Are Social, MEC, 360 Communications, Havas, and MAD About Design.