I never open forwarded messages – even from my family. I delete them in fear. I don’t need to waste valuable time filling out useless surveys or worse, downloading some sort of virus (yes, I learn from my mistakes).
This video was introduced to me by, of all people, my mother. She politely asked, “did you get the video I sent you with the babies?” I quickly (and adamantly) responded, “Yeah, but I deleted it. You know I never open those things.” She quickly ran to her computer and downloaded the video and asked me to watch. Laughing hysterically, she was attracted by the cute baby factor. I sat there, in shock, when I realized the genius behind the ad!
What makes this a great? Well, with the campaign’s 13 million hits and 778,000 YouTube subscribers, people are still attracted to cuteness of babies. (Remember Pearl,Will Ferrell’s “landlord” or the Super Bowl E*Trade commercials?) Euro RSCG, which have offices in the US and Europe, is responsible for creating the work and boasted a 652% increase in video views the week of July 16*.
A simple equation (cute kids + roller skates + catchy tune) mixed with ingenious computer technology and a well executed plan culminated into a an extremely successful campaign. Their YouTube channel also holds follow up videos, such as skater Interviews and a behind the scenes video. They did a great job leading viewers and subcribers to the Evian’s Live Young web site. (A note to Evian: make the link more easily accessible). Great work from Euro; not only from a campaign standpoint but demonstrates how social media can impact advertisements with measureable results.
CLIO nomination, anyone?
*most recent public statistics available online, provided by AdAge.com and Visible Measures