evian launches giant backyard in Sydney’s Martin Place in new experiential campaign via BEcause
Brand experience agency BEcause has launched evian’s global Live Young campaign in Australia by erecting a giant backyard at Martin Place, complete with an enormous Hills Hoist that adults can swing off.
Hundreds of Sydney-siders swung off the iconic clothes line yesterday in the heart of the CBD.
The Live Young backyard was unveiled at Martin Place on Wednesday 25th September and will feature at Bondi Beach, opposite Roscoe Mall this Saturday 28th and Sunday 29th September.
The French water brand is famous globally for its roller-skating and dancing babies advertisements and is now encouraging Australians to revisit their youth, play in the backyard again and live young.
evian Live Young is about reasserting the brand’s vision of youth as a positive, universal value everyone shares. The experiential campaign has been designed to show Sydney-siders how to reclaim their youth and the value of living young.
BEcause have launched the campaign in conjunction with PR specialists, Agent99 Public Relations. The campaign incorporates a Facebook and Instagram-led photo competition urging Aussies to share a photo of themselves playing in the backyard. Agent99 PR appointed three blogger advocates for the campaign and Dr. Adam Fraser as the evian Live Young expert to provide expert insight into why playing like a kid is important for physical and mental health Integrated online and traditional PR tactics were also rolled out by the PR agency to drive traffic to the events and awareness of the campaign.
Says Beatrice Van den Abeele, evian South East Asia and Oceania brand manager: “We are thrilled to unveil the giant backyard to Sydney-siders and launch the campaign here in Australia. It has been designed to communicate the benefits of living young in a very real, experiential way for consumers.”
Says Meredith Cranmer, business director at BEcause: “We’re really proud of this experiential activation and bringing to life the meaning of living young for Australians. It’s a perfect excuse to indulge your inner child and play like a kid again. Who doesn’t enjoy playing in the backyard?”
BEcause was appointed to the experiential brief following a two way pitch against an undisclosed agency, and appointed Agent99 PR to manage the media relations component of the campaign.
2 Comments
Hundreds? Really. When I walked past, in peak hour, they were begging people to get involved.
“youth culture” drinks evian water? um no. we have these things called reusable water bottles.
yeah, we fill them up with water from the tap. we don’t pay $4 for a bottle of water and we certainly don’t swing on giant clothes hangers in the middle of the city.
what’s evian spelt backwards again?