Evian Shows Traditional Media and Advertising Far From Dead
There’s a lot being said about traditional media suffering in the wake of social media acceptance. Print publications, advertising, marketing et al – they all need to “use social media or die” being a common mantra.
But I’m not so sure. Yes, adapt and combine the new tools and mediums available to you. But to say that mainstream media is dead on its feet seems to be a bit of a push, particularly when many average consumers aren’t even aware of social media in its many shapes and sizes.
Emphasizing this point is Evian’s new video advertising campaign. Playing up to the mineral water producer’s Live Young tagline, Evian are currently running a set of commercials featuring babies. But these are no normal, “Aww, look at the cute baby” videos.
Instead, they’re smart, funny and hip in a way that many people would say traditional advertiser’s have forgotten how to be. Not to mention an excellent reminder that traditional media still does many things better than social media.
What do you think about the ads? Does entertaining make you more or less likely to buy from a company? What other companies are using combined advertising as well as Evian?
(Thanks to Wicked Lil Pixie for the heads up on the videos).
16 Responses to “Evian Shows Traditional Media and Advertising Far From Dead”
Doesn't the fact that I watched this on YouTube because I saw it embedded on your blog and will now send the link to about ten of my friends not blow a pretty large hole in your argument? I mean, this thing is going to be viral. Despite the fact that it may have appeared on mainstream media, do you not think that there was the thought that this would be brought online and shared?
That's why I mention the combined media approach, Lee. The gist of the post is that social media does not have to be the only approach – combine efforts and you'll get a far better return from both sides of the “tech fence”.
This “combined” method, or rather – integrated approach – is what brands so be utilizing. I wrote a post a while back on whether we're investing too much of resources into new media and that we really need to remember the foundation that got us here – traditional mediums.
We're starting to see it now, and it'll continue to be a trend, but companies who blend or integrate their traditional approach with their non-traditional approach will be the brands that grow and succeed.
Have a magazine ad? It's common sense to tag it with your Twitter URL. Running a television ad? Why not integrate your Facebook profile? If you're a brand, why is every television ad on your YouTube profile?
It's simple integration that should be common sense. It allows you to achieve a greater reach without the added costs.
The challenge – make them all flow together.
We're definitely seeing better use of all the mediums, Kasey, and as you say, integration offers much more scope. Keeping certain ads separate from different mediums is key as well – some just aren't suited for online.
It's funny you mention the traditional and new media combinations – I'm seeing more business cards with Twitter URL's on them. Sign of the times? Hopefully.
I think this is a very entertaining ad, and i think we've learned that the general public can't resist talking, dancing, and/or roller skating babies (see e-trade, dancing baby, this, etc.). However, I'm not a huge fan of their pitch to the customers though about it keeping your body young or whatever they're saying. Just thinking about it from a consumer perspective, “promising” the youth aspect of it seems like a stretch without any further explanation (which would be too much for an ad. Nothing in this ad would convince me to spend the extra money on evian to choose over cheaper bottled waters. It does increase the brand recognition of Evian, i'm just not sold on whether that will translate into sales.
What do you think, Danny? Although it's a strong commercial, do you see it translating in more sales?
I guess a lot comes down to who they're trying to appeal to with this ad. As you say, Evian already has a pretty good name in the bottled mineral water market. So are they trying to attract new customers? Perhaps they're trying to say, “Yes, we're a “luxury” water brand but we're also fun” and go after a more fun-loving crowd, as opposed to top end restaurants, hotels, etc, that will normally serve Evian.
I guess time will tell. Personally, I'm not sure if it's going to mean a huge increase. It does make you think of Evian in a different way, so maybe in that respect it's already successful.
I think that any marketing person has to recognize that social media is just another tool in their kit, along with all the others that are already there.
The skilled marketer is going to use the tools that are appropriate to a given situation in order to maximize the effectiveness of what they are trying to achieve. In 6 months time, when the trendiness of social media has declines (or whenever it happens) the toll will be still be there.
Having said that, I do believe that traditional media does have the problem of people being somewhat fed up with the non-stop marketing that goes on. That's why a good balance, reducing the outbound and increasing the inbound is likely to be very common.
One thing that isn't going to change is that the marketing person with imagination, skill and preparation is still going to do very well.
Cheers!
DavidBy the way, the Evian ad did nothing for me. Very clever, but if I saw that gang of little kids, I'd run a bloody mile!
Hey big D… an integrated approach to marketing is optimal if you have the budget for it; however, social media is far more cost-effective than traditional media.
I like what you said about making the luxury brand fun. A lot of people see the premium products in a negative light the same way we see people who live luxurious lives, kind of as “stiffs,” which this ad is able to reverse sort of.
I'd be interested to hear what Evian's true goals were for the ad.
Great content always comes from a place of “old” media, the social element is just a new and dramatically better method of spreading the word.
Let's just say that Evian didnt utilize YouTube and bloggers didn't happen to respond to this dynamic campaign, there is a pretty good chance that we might have missed this ad…
Traditional media does get the point across far better, but social media got it in front of my eyeballs and onto your blog.
Great content always comes from a place of “old” media, the social element is just a new and dramatically better method of spreading the word.
Let's just say that Evian didnt utilize YouTube and bloggers didn't happen to respond to this dynamic campaign, there is a pretty good chance that we might have missed this ad…
Traditional media does get the point across far better, but social media got it in front of my eyeballs and onto your blog.
I agree – do clever ads like these actually convert to sales? Isn't that the ultimate aim of marketing? Personally, I think it's a clever video, but really it could have had any brand slapped on it – it doesn't tie in to the product. It certainly doesn't make me want to go and buy Evian water.
I still believe that traditional advertising still work. But, it need to be compiled with social media interactiveness. The brand itself need to have an activation everywhere, including in internet.
Hey there Danny,
This is a great ad indeed… very entertaining. Will it make be want to buy bottled water… I do not think so.
Personally I do not watch much live TV, most is on he DVR, so commercials always seem to get passed by… but while fast forwarding, I do look for something interesting, and an ad like this may get my attention enough for me to rewind and go back.
One thing to think about here in regards to this ad, and any other entertaining ads, is that they get a ton of play online via word of mouth etc and go viral. Just look at the stats at this time on the the YouTube page, as of this post something like 3.3 million views… crazy.
So while average consumers may not know the definition of “Social Media”, Evian sure does, and while the ad is on TV, and being covered by TV Shows such as Access Hollywood, the viral “Social Media” campaign is in full swing.
BTW, in regards to Evian and other bottled water companies, and heck many other companies for that matter, they must do these types of ads in the hopes to generate sales. And this may be one reason for the bottled water business http://news.yahoo.com/s/ap/ap_on_bi_ge/us_bottl…
Anyway, that is my 2 cents.
Doc