Evian's first Australian experiential activity will be to build children’s play parks in Sydney's CBD and Bondi Beach as a follow up to its dancing babies ads. These play parks are for adults. You're as old as you feel, said the brand.
Beatrice Van den Abeele, Evian South East Asia and Oceania brand manager, told AdNews that the participation approach provides much stronger brand engagement than something passive.
“With this campaign we want to show the intrinsic link between Evian ‘Live Young’ positioning and Australian culture. By promoting the Live Young spirit with an immersive brand experience Evian will show that youth is not just a question of age, but more importantly, a state of mind.”
“Australians are very intuitive and as a nation, very resourceful. As children, most Australians enjoy DIY fun – making use of what they have at their finger tips to play with siblings and friends. It is this insight that we have leveraged to bring to life the Evian Live Young idea.”
The experiential campaign, created by brand experience agency Because will roll out across the city later this month. It's objective is to help Sydneysiders “reclaim their youth” and play like kids.
It will also include Facebook and Instagram photo competition to capture the big kid action on camera.
Activity is part of Evian's ongoing Live Young brand campaign that brought the world roller-skating babies.
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