Evian Summer Oasis

P R E P A R E D O N : M A R C H 3 1 , 2 0 1 2P R E P A R E D F O R : E V I A N / D A N O N E G R O U P

L ive Young L ive Coo l L ive Pure

URBAN OASIS SUMMER POP-UP COOLING STATION

MOSAIC PRODUCTIONS NYC

W W W. M - N Y C . C O M I N F O @ M - N Y C . C O M

01MOSAIC PRODUCTIONS NYC


TABLE OF CONTENTS

Campaign OverviewEvian’s LegacyEvian TodayThe Concept: Urban OasisThe OpportunityThe ExperienceProgramming/ Entertainment‘The Trip’The SiteThe Results




Campaign OverviewLive Young, Live Cool, Live Pure is a fully integrated, interconnected social, digital and

physical campaign, designed to augment Evian’s current brand identity and garner new

brand equity by engaging an influential target consumer set in innovative, interactive ways.

The campaign will educate the consumer on Evian’s points of differentiation, establish

Evian as a holistic lifestyle brand, and create organic buzz through earned, owned and viral

media.


201219991789 1909 1926 1962

evian urban oasis

A TIMELING OF EVIAN’S SOCIAL CONSCIENCE AND QUALITY

?

Evian’s Legacy: Quality and Social SignificanceEvian’s brand legacy is built on the pillars of altruism and quality. Through its charitable

initiative, Evian Protection Water Institute, Evian simultaneously aligns itself with the

charitable causes of the world’s water-defenders and combats the increasingly negative

stigma surrounding the world of bottled water. For years, Evian has developed equity

based on superior quality and taste, bottling the purest water in the world and distributing

it to the world’s most discerning quenchers, but that’s no longer enough. In today’s

hyper-competitive, over-saturated marketplace, brands have to stand for more than just

quality, they have to stand for a lifestyle.

Today, the only way to reach an increasingly critical consumer set is to take a holistic

approach to consumer living. Evian’s Urban Oasis does just that.




Evian Today Today, Evian’s messaging is targeted toward an active consumer set, instilling in its audience

the idea of self-improvement through hydration. ‘Live Young’ has established Evian as the

the single most energizing hydrator available on the market today, the energizer bunny in a

bottle.

Evian’s Urban Oasis will cement that brand identity by

actualizing the theoretical, bringing the ‘Live Young’

message to life, reenergizing the summer streets of New York.




SOHO

The Opportunity Summertime in New York City: The perfect amalgam of overcrowded streets and overtired,

overworked, overheated pedestrians. Weary shoppers and street-goers search for a place they

can relax, a safe haven from the overpowering sun, a bathroom without the hassle of an

overpriced coffee, a place to sit and recharge before continuing on to tackle the day.

Evian’s Urban Oasis is that place.


URBAN OASIS



The Concept: Urban OasisA pop-up cooling station in New York City’s trendiest, most crowded neighborhood,

providing a chic, relaxing refuge from the city’s summer heat, distributing branded collat-

eral and establishing a clear brand identity among The City’s loudest, most influential

cultural voices, will further Evian’s current brand identity, garner new brand equity, and

inform the trendsetters and tastemakers of New York’s SoHo that Evian is more than just a

water, it’s a lifestyle.

Evian’s Urban Oasis will be the place to Live Young, Live Cool, Live Pure.




The ExperienceCombining Evian’s legacy as a worldly, charitable, and considerate purveyor of the world’s

purest drinking water with today’s brand identity as ‘the water that zooms’, Evian’s Urban

Oasis will serve as a hybrid education center and human charging station, allowing passersby

to escape the heat, recharge, rejuvenate, rehydrate, and Live Young.

Consumers will be treated to Evian’s equivalent of an oxygen bar, a social destination

conducive to chance encounters and a relaxing center to rest up.

The stations will be elegantly disruptive, catching the attention of passersby without inundating

them with branded material.

EVIAN’S URBAN OASIS WILL BE PART LOUNGE, PART SPA, PART EDUCATION... A TRUE LIFESTYLE CENTEREVIAN’S URBAN OASIS WILL BE PART LOUNGE, PART SPA, PART EDUCATION... A TRUE LIFESTYLE CENTER

ALLOWS TRANSFER OF MIST AS WELL AS BACK LIGHTING TO CREATE ATMOSPHERE

1. EVIAN MISTING WALL2. EVIAN STOCKED BAR

3. EVIAN WAITRESSES

CAN BE QUICKLY ASSEMBLED INDOORS AND OUTDOORS

PORTABLE, LIGHTWEIGHT WALL/ BAR TOP PERFORATED WITH EVIAN BRANDING ALLOWS FOR THE FULL INTEGRATION OF THE EVIAN EXPERIENCE

1

3

2

HIDE MISTING MACHINES BEHIND WALL




PROGRAMMING/ ENTERTAINMENTThe centers will be fully branded, featuring:

-Educational platforms

-Gallery style photography and video exhibits

-DJ’s

-Branded collateral booths

-Phone charging stations

-Greywater bathrooms

-Misting wall

-‘Live Young’ T-Shirt Booths

-All proceeds from the T-Shirt Booths go to Evian’s charity, the Evian Water Protection Institute

-Hydration Bar

-Brand ambassadors

-Informational collateral

-Live performances

-Photobooth / Photo studio

-Branded social media wall

-Photo aggregator, Twitter streams




Art & Photos

Evian Summer Oasis