Mineral water brand Evian has commenced a 360 degree campaign spanning social media, above the line print and digital outdoor advertising, in-store activation and PR, hoping to brighten up the year's most dreary month.
Following on from last year's Live young playground, Evian is calling on London commuters to find new ways to Live young, with a new suggestion each day, such as asking for piggy backs or playing sleeping lions at work.
Featuring the brand's 'Baby and Me' creative content will change daily and appear on Transvision screens in 10 London train stations and digital escalator panels in six central London Underground stations.The campaign will also feature in key commuter press from Monday 6 January and on Evian's Facebook and Twitter accounts.
Evian is also mounting its biggest in-store Live young January in-store activation with almost 10,000 point of sale and 2,000 fully branded secondary displays across the grocery, impulse and route to market channels throughout the UK and Ireland.
"January can feel uninspiring after the festive December period, so we couldn’t think of a better time to inject some Live young attitude into the working day. 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," remarked Sophie Brooks, Evian senior brand manager.
The activity is a collaborative project led by Evain and We Are Social, MEC, 360 Communications, Havas and Mad About Design Ltd.
We Are Social account director, Deola Laniyan, said: "Evian's Live young attitude has become synonymous with beating the January blues, so this was the perfect way to kick off the new year. Commuters often log in to social media on their journey to work, so it’s the ideal platform to activate the campaign."
Additionally Evian is commissioning consumer research to help plan surprise experiential activity during the course of the month.