{"id":70356,"date":"2014-01-15T15:46:30","date_gmt":"2014-01-15T15:46:30","guid":{"rendered":"https:\/\/www.strattoncraig.com\/insight\/ad-of-the-week-evian\/"},"modified":"2014-01-15T15:46:30","modified_gmt":"2014-01-15T15:46:30","slug":"ad-of-the-week-evian","status":"publish","type":"post","link":"https:\/\/www.strattoncraig.com\/us\/insight\/ad-of-the-week-evian\/","title":{"rendered":"Campaign of the week: Evian #liveyoungjanuary"},"content":{"rendered":"<p>Dynamic bottled water brand Evian has launched their latest ad campaign to help you fight the winter blues, revivifying their \u201clive young\u201d campaign. The brand is perhaps most famous for their ads featuring dancing babies, and they once again employ cherub-faced infants alongside their adult equivalent, urging the audience to embrace their youthful side.<br \/>\nLaunching on Facebook and Twitter with the hashtag #liveyoungjanuary, the new campaign suggests actions such as asking your granny for a piggyback or playing sleeping lions at work to liven up the New Year.<br \/>\nThe promotion will be used across Europe as well as in the US and China, focusing heavily on digital mediums. In London, the digital ads are clearly targeted at professionals returning to work, featuring on screens at ten London train stations and escalator panels at six major underground stations. This approach, coupled with a strong <a href=\"https:\/\/www.strattoncraig.com\/services\/digital-copy\/social-media\/\" target=\"_blank\" rel=\"noopener\">social media<\/a> presence and press features, is a deliberate and effective tactic to reach the target audience when they are at their most vulnerable.<br \/>\nThe continued emergence of Wi-Fi at underground stations and the strong appeal of commuter publications means that most professionals are always consuming some form of media during their travels. By targeting such mediums, Evian is able to reach their audience during the cold, grey trudge into work when spirits are low. Not only does this give the campaign greater impact by offering a timely morale boost, it also suggests the brand cares about its audience \u2013 a theme evident in their previous ads.<br \/>\n<a href=\"https:\/\/www.strattoncraig.com\/services\/copywriting\/\" target=\"_blank\" rel=\"noopener\">Copywriting<\/a> is about engaging with the reader and stimulating a desired response from them. Evian\u2019s #liveyoungJanuary campaign does this effectively and in a straightforward manner, creating action through association with the ad\u2019s message and not a direct call to action.<br \/>\nInject some life into your written communications \u2013 <a href=\"https:\/\/www.strattoncraig.com\/contact-us\/\">contact us today<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Dynamic bottled water brand Evian has launched their latest ad campaign to help you fight the winter blues, revivifying their \u201clive young\u201d campaign. The brand is perhaps most famous for their ads featuring dancing babies, and they once again employ cherub-faced infants alongside their adult equivalent, urging the audience to embrace their youthful side. Launching [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[305,314,448],"tags":[],"class_list":["post-70356","post","type-post","status-publish","format-standard","hentry","category-content-strategy-us","category-copywriting-us","category-digital-copywriting-us"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Campaign of the week: Evian #liveyoungjanuary - Stratton Craig - Global Copywriting &amp; Content Strategy Agency<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.strattoncraig.com\/us\/insight\/ad-of-the-week-evian\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Campaign of the week: Evian #liveyoungjanuary - Stratton Craig - Global Copywriting &amp; Content Strategy Agency\" \/>\n<meta property=\"og:description\" content=\"Dynamic bottled water brand Evian has launched their latest ad campaign to help you fight the winter blues, revivifying their \u201clive young\u201d campaign. 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