Join the ‘hottest party of the summer’ with Perrier’s new digital campaign

Perrier creates a buzz worldwide with the launch of its new daring and provocative digital campaign.

Nestlé’s super premium sparkling bottled water brand unveiled the interactive 20-second video trailer on YouTube last week.

Aiming to create a huge buzz around the globe – appealing to consumers aged 25-35 years old – the video takes the viewer into Le Club Perrier night club party scene.

In this innovative campaign, the viewer is enticed with the question: ‘Can You Handle the Heat?’. One click later and the viewer virtually enters the night club to the sounds of feverish electro-pop and the sensual voice of singer Venus.

As the number of online viewers grows, users will be able to discover six new videos each detailing different scenarios in Le Club Perrier. The videos show more and more people entering the night club, taking viewers into the night where the party becomes hotter, crazier and steamier.

As the temperature starts to rise, party goers get hot, the atmosphere is intense and the entire scene is melting… Perrier then becomes the ultimate refreshment.

The campaign – in collaboration with French advertising agency Ogilvy & Mather – was launched worldwide for the first time in unison in Canada, the United States and France, on the web and television. After going live, it notched up over three million hits after seven days.

Le Club Perrier was also placed on YouTube’s advertising masthead on its homepage during the weekend with an aim to boost the brand’s reach.

Gauthier Gay, International Brand Manager for Perrier, was optimistic about the amplification of the campaign, and said: “Each day, 50 million people in the United States, nine million in Canada and six million in France view YouTube’s homepage. This means that they were also able to view Le Club Perrier.”
Extending the buzz

Taking the campaign one step further, Le Club Perrier will also be available on iPhone with an interactive advert that looks set to reach millions of Apple users.

In addition, on the Perrier Facebook page, the brand will engage with its fans through this social media channel by encouraging video-sharing. Those who share the videos with their friends will exclusively be able to see the next video before ahead of other viewers.

Furthermore, fans will be able to apply on the brand’s Facebook page to win a unique opportunity to take part in the live seventh and final Le Club Perrier party, which will take place on September 20 in New York.

Mr Gay explained why consumers are at the heart of the campaign’s success for a digital campaign such as Le Club Perrier, and added: “We’ve geared Le Club Perrier campaign so that viewers share the videos as much as possible. Each time a viewer shares a video, it means free additional contacts for the brand – what we call ‘earned media’, as opposed to paying for media such as television ads.”
Quenching the thirst

Le Club Perrier digital campaign was based on the brand’s multi award-winning Melting communications campaign, launched in 2009.

Fabienne Bravard, Sparkling Waters Brand Director, for the Perrier Business Unit in France, explained: “Le Club Perrier is a different expression of the Melting platform. It shows people’s thirst for Perrier growing, not only because of the outside temperature like in the Melting campaign, but also because the nightclub’s atmosphere is getting steamier.”
Perrier

Perrier Sparkling Natural Spring Water comes from a source in the south of France, located near the small village of Vergeze, in Provence.
Sparkling Natural Spring Water comes from a source in the south of France, located near the small village of Vergeze, in Provence.

The spring’s unique balance of minerals and strong bubbles provides its distinctively unique and refreshing taste experience. It is this singular blend of gasses and minerals which have made Perrier the world’s most requested carbonated spring water.