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Evian Encourages Beachgoers To Live Young via #evianbackyard

There are some things we can’t avoid. When a kid hands you a toy phone, no matter how much of a gangster you are, you will answer that phone.

When the chicken dance come on, no matter how expensive your suit is and your make up, you will move those arms and hips.

When a balloon is about to fall from the ground, no matter what you are doing, you will dive for that balloon like world peace depends on it.

It’s silly and it’s fun and that’s why it never fails.

Feeling Young Again

It is that irresistibility of things that bring us back to our youth that Evian understands best. Water, as we should all know by now, serves many purposes. That includes keeping us alive and keeping us looking young.

Despite its obvious importance, many are still not attracted to water. Saying water keeps us alive is true but it’s also boring. So, Evian decided to go the fun route and emphasize how important it is to feel young.

They constructed a giant swing in a park and encouraged people to go for a swing. Their swing is sexier, though.

Transporting People Back To Their Youth

Like a toy phone, like a balloon, like the chicken dance, a swing simply transports people back to their youth. There is something absolutely satisfying when you feel the wind against your skin as you get helplessly thrown. Your hair gets messy, your skin turns red and the air seems to automatically stretch your lips for a wide smile.

It’s an effortless marketing stunt and an effective one at that.

Lessons

First, keep your message in check. Evian’s success starts with the fact that they know exactly what they want to say and they stuck with it. They knew they wanted to promote water, they wanted to get people to appreciate what water can does to the body.

However, they were also very realistic on how the human mind works. They know for a fact that it is not a unique message. For their campaign to succeed, they need something engaging, in place of something new.

The next lesson is creativity. You don’t need to spend hundreds of thousands just to get people to interact with your brand. Most often, the most effective marketing stunts are the old fashion activities. People are so used to getting all digital that when you present them an opportunity to go raw and old-fashion, you just might hit the right but untouched button.

Written by Xath Cruz

Xath Cruz worked for the traditional advertising industry for more than 10 years handling international blue chip clients. She started doing digital advertising and marketing and web property development 4 years ago. She is also a screenplay writer with several full length movies under her belt.

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