Société Perrier - Offering a Sparkling V.I.P. Experience
November 26, 2009 —
Young urban professionals in Toronto are invited to become members of Société Perrier to obtain a unique VIP treatment during 10 Perrier Soirées throughout the months of November and December.
These distinctive evenings are held in premium establishments across Toronto, selected from Newad’s RestoBar network. The venues were strategically chosen to reach the target audience: men and woman, between 25 and 39 years-old, who enjoy going out to urban spots and have a taste for the finer things in life.
Through pre-promotional guerrilla executions, brand ambassadors visited key locations to promote Société Perrier by interacting with the target market and distributing business cards displaying the campaign’s URL: http://www.societeperrier.ca/. The program’s visibility was further leveraged by a wild posting campaign in downtown Toronto featuring the URL. E-mails and social media have also been used to generate a buzz: weekly messages have been sent on Facebook and Twitter with information about upcoming events.
Verbal communication and visual elements were geared to generate drive-to-web. Created and programmed by Newad’s in-house design and web teams, the micro-site allows visitors to sign-up to become members and features pertinent information regarding the soirées. Venue descriptions, directions and photos of the evenings are also available.
During the Soirées, Société Perrier members have access to an exclusive branded VIP area, where perks include a free Perrier cocktail, a taxi voucher and complimentary Perrier sparkling water all evening. The brand ambassadors have as a mandate to ensure the wellbeing of the VIP members.
Throughout the entire program, the premium venues where the Soirées are held will be displaying branded elements such as bar mats, coasters, drink stirrers, candles on all tables and bars and menu tent cards featuring 3 drinks made with Perrier. The bathrooms are also branded with mirror and wall decals. The campaign is supported by indoor advertising in Premium Restos & Bars of Newad’s network across Toronto.
This initiative seeks to leverage Perrier’s position as a premium beverage, while increasing brand awareness and generating trial by engaging consumers in a positive brand experience. The worldwide leader of sparkling waters, Perrier is caffeine-free and contains no artificial flavours or additives. What makes Perrier special is its renowned carbonation, which comes from a naturally occurring source deep beneath the spring in Vergèze, in the South of France.
Newad created and executed the campaign, providing a complete turn-key solution to the client including a web platform, creative development, in-field executions and the production of branded elements.