Perrier sparkling natural mineral water has unveiled a digital experience to allow the public to participate in a ‘secret party’ in Paris through the eyes of 60 different mysterious characters.
Created by Ogilvy & Mather Paris, the campaign also invites visitors to enter a sweepstakes for a chance to win an invitation to one of five of the wildest parties across the globe.
Chris Garbutt, chief creative officer at Ogilvy & Mather Paris, said: “Our goal was to give people the opportunity to live an experience they wouldn't normally live, but have always dreamed about.”
Having launched yesterday to celebrate 150 years of the brand, five clues can be found within Secret Place that will lead to a special hidden Perrier bottle, where guests can enter the sweepstakes for a chance to win a trip for two to Carnival in Rio, Ibiza in Spain, St. Tropez in France, Art Basel in Miami or New Year’s Eve in Sydney, Australia. One winner will be selected each week for the five weeks of the campaign.
Gauthier Gay, Perrier international brands group marketing manager, said: “Perrier has always been on the cutting edge of branded content marketing. After the success of Dita von Teese Mansion and Le Club Perrier in 2011, we’re hosting Secret Place, the ultimate party. By making it digital we created a way to invite everyone to participate.
“Perrier Secret Place is an immersive experience with a surprise at every turn, something that will be highly engaging for our target audience. And at a party that goes on for hours, we like to think of Perrier as the drink that can refresh like no other.”
In addition to the desktop version, Perrier Secret Place will be available on mobile devices through an application that runs on iPhone, iPad and Android.