Created by BETC, Roller Babies was the key creative asset in Evian’s ‘Live Young’ campaign, showing the sensational effect that drinking Evian can have on the body. ’Live Young’, Evian’s first ever global campaign, was set to launch simultaneously in France, UK, Germany, Belgium, Canada, US, Russia and Japan. In France, activity was heavily supported by TV. In other markets activity needed to focus primarily on digital channels.
In order to build buzz, two teaser videos were launched two weeks prior to the official launch of the Roller Babies video. For the launch of Roller Babies itself, we focused on harnessing Twitter-focused sites and apps that would complement the YouTube homepage takeovers that launched the clip in the eight key territories.
Picked up and retweeted within seconds, Roller Babies benefited from social media’s ability to cross national boundaries and surface real-time trends, leading to the fastest first million views we’ve ever seen.