Roller Babies
Evian (Danone)2009
Roller Babies is a 2009 online film for Evian, created by BETC Euro RSCG, Paris.
The line
Live young.
Why it works
Special-effects babies perform old-school roller-skating tricks to a remix of 'Rapper's Delight', bringing back the babies Evian had last used more than a decade earlier. The 60-second film broke online on 3 July 2009 through a YouTube deal across six countries before a wider TV and press campaign, and in November Guinness World Records named it the most viewed online ad of all time, at 45,166,109 views, according to Google's announcement. It is studied as an early proof that a big brand film could be launched online-first and paid to go viral, with YouTube homepage placements to start the fire, and as a debate about whether viral fame sells. On that question, e-marketing.fr, reporting the Effie result, cited Nielsen data showing Evian sales up 7% during the campaign in a falling bottled-water market and 102 million online views by early 2010. It won the Grand Prix at the French Effie Awards in 2010.
Techniques
- Humour Special-effects babies pull off old-school roller-skating tricks to a remix of 'Rapper's Delight', an absurd spectacle that keeps the brand light and playful.
- Mascots and characters The film revives the babies the brand had last used over a decade earlier, recurring characters that embody its promise to live young.
Sources · 4
Updated
