Evian have played the role of major sponsor to the Australian Tennis Open for several years and were looking to take advantage of the organiser’s newly developed ‘Grand Slam Oval’ attraction. Globally, this event represents one of the single biggest marketing initiatives for the brand and with this, the need to execute the best possible experiential project was paramount.
This area was designed to allow sponsors the opportunity to engage the public, but more importantly, to allow the public to immerse themselves in the brand.
Rather than simply handing out bottles of free water, the aim was to extend the Evian brand from the current viral campaign. The ‘Live Young’ campaign features the ‘Roller Babies’ concept, which shows babies rolling around on roller skates performing stunts and tricks to catchy tunes. This hugely popular, award winning campaign, was to form the basis for our experiential environment.
Evian wanted the environment to two things. Firstly, they wanted to educate event goers of the rich minerals which are contained within Evian water. Secondly, they wanted to entertain, while integrating the ‘Live Young’ campaign for added reinforcement. To do this, we used a combination of static graphics and audio visual.
It was decided a 6x12m marquee was to be fitted out to create an environment unique to the Evian brand. This is a brand synonymous with purity and a the finer things in life, so these key characteristics needed to be projected.
A custom made pink facade was erected as a visual road block, ensuring the Evian brand had cut through amongst the dozens of other major international brands all vying for attention.
The interior of the marquee was lined with a sheer white fabric, allaying an air of elegance and softening the otherwise drab appearance of a weathered hire marquee.
Internally, custom made walls featuring large formatted graphics displaying the ‘Live Young’ formed the backdrop, with larger than life images of the roller babies characters being brought to the fore of people’s attention. For those who weren’t familiar with the relevance of the character, they were soon to be exposed to it via a looped advertising featuring them.
The main attraction for the display was the photo opportunity service. Realising this area would be a popular drawcard, a queuing area was devised near the educational elements of the marquee. The downtime was a means of creating an area, conducive to drawing attention toward both the graphical information and the moving images being projected on the plasma screen. Together, this unified message made impact by filling the void in time created by the queuing.
Once a participant reached the front of the queue, they were required to fill in their return details in exchange for a photo taken by a professional photographer. After the rigmarole of entry into the marquee, this part of the experience was intended to offer people a fun send off from the Evian display. T-shirts featuring a baby print were given to entrants, with which they were encouraged to strike a pose.
Photos were sent to the individual entrant via email, but there was another opportunity to extend the reach of this experiential campaign beyond the dates of the tournament event. Entrants were also encouraged to view their photos and that of other entrants on Evians Facebook page, thus exposing people to more of the Evian social networking facilities and creating another touch point with prospective consumers.
Thousands of entrants were recorded in just the first two days and this would set the tone for one of the most successful experiential displays since partnering with the event organiser.
In a satellite display, patrons were treated to a facial pampering as part of the 'Evian Facial Spray' product market launch, creating another court side sensory touch point for the Evian brand and capping a wonderful relationship between major brand and major event.