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Evian brightened up the year’s most dreary month with an interactive Outdoor campaign, encouraging commuters to tap into their inner child and banish those January blues. 
Running across JCDecaux’s London Transvision screens, the campaign deployed time-stamped messaging designed to raise commuters’ spirits in January. Messages included: “10th Jan Cheer up grumpy commuter. Play peekaboo”, whilst the hashtag: #LiveyoungJanuary, drove commuters to the social media website for a chance to win prizes. 
Sophie Brooks, Senior Brand Manager at Evian, said: “January can feel uninspiring after the festive December period, so we couldn’t think of a better time to inject some Live young attitude into the working day. We think commuters will love our witty daily ads, and our fans on social media will have additional opportunities to interact with the campaign, too. Hopefully Evian can help to make everyone’s January less blue and a lot more pink.”
This multi-platform campaign was planned and booked by MEC and Kinetic, and developed in collaboration with We Are Social, 360 Communications, Havas and MAD about Design.
The ‘Live young’ activity follows an experiential campaign booked with JCDecauxLive last year, where Evian helped Londoners to shake off the post-holiday gloom by installing a giant playground at Canary Wharf.

Published in Rail, about #2014, #Digital, #Evian, #Live, #LiveYoung