Prepare yourself for a unique moment, like you can’t even imagine. An extraordinary experience, where everything is possible, where you can push your boundaries without caring about tomorrows.
Yesterday I received an invitation from Perier to try their amazing campaign before the global launch at April 2nd. I want to thank them for the honor and to share with you this experience. Go to
www.perriersecretplace.com/ The secret password is "PE617". For more info on the campaign, read the following Q&A.
Q&A
Perrier Secret Place
Perrier Secret Place Premise :If you were at a
Secret and Exclusive party and you wanted to party as long as possible, you’d
make sure you were as refreshed as possible.
And no one can throw a party and ensure you are refreshed to party as
long as you can like Perrier.
Q. Tell us about this latest digital initiative for Perrier?
Ø Perrier Secret Place puts you in the shoes
of a guest who goes to a very very special evening party. A hidden place in an alley in Paris, behind a
laundry mat. An evening where all guests will have the
opportunity to live their craziest fantasies. And
you'll have the best seat in the house to enjoy since all the characters that you see
on the screen are clickable. With one click you find yourself in their skin. Living their fantasy.
Q. How did you come
up with this idea?
Ø We started from the following insight: drinking Perrier during the evening party is
the best way to take full advantage of all the opportunities available to you…and
until the end of the night. In Secret
Place, not only are you at the Ultimate Party living out the experience of the
Ultimate Party Guest from the beginning, but you also live out the ultimate evening of 60 other guests who are in the apartment.
Q. And there is something to
win, right?
Ø Yes. At the ultimate party, we’ve hidden a very special
bottle of Perrier. 5 clues are hidden in the rooms of the apartment. They will
lead you to the bottle where you are entered into a drawing to win
an exclusive invitation to the wildest night of the world party in St Tropez,
New Year in Sydney, Miami Art Basel, Carnival in Rio and the closing
of the season Ibiza. Only the most experienced gamers will succeed, believe
me ...Among thousands of different scenarios during the evening,
only one leads to the bottle.
Q. So, it’s a game or
an interactive film?
Ø Both! This
project mixes Brand Entertainment and Gaming. We produced 1 hour and 20 minutes
of content that allows all users to experience a unique evening scenario. We also used digital interactivity to
inject this dimension of Gaming. This involves the quest of
finding the bottle and the opportunity to live the lives of all guests by clicking
on them.
Q. Why Secret Place?
Ø This was inspired by the emerging
phenomenon of speak easy. A party venue at the rear façade that has absolutely nothing
to do with the place. This is quite in line with Perrier. Completely unexpected.
Q. How are you using social
networks to amplify this experience?
Ø In partnership with the agency Buzzman,
we worked on a social strategy:
Become
a fanon Perrier Facebookand regularlyyou will gettips tofind clues thatwill
lead you tothe secret Perrierbottle.We'll give youa little tip. Slip
intothe skin of theyoung man wholooks through thekeyhole and live out his
fantasy. Orplay
agame of"PillowFight"(Sounds weird, but itisPerrier!)
Q. How will the experience function on the
mobile?
Ø We have specifically developed an application that
runs on iPhone/ Android /iPad. This is not a replication of
the desktop experience but a concept designed for specifically for the mobile
device. By downloading the application you enter the rooms of the Perrier apartment and you can navigate through each
room. The challenge: find the Secret hidden bottle of Perrier in the apartment.
Q. What was the
biggest challenge to pull off this experience?
Ø This is the most ambitious project to
carry. We spent
18 months writing lots and lots of different scenarios. Produced a film in which
we choreographed each scene so that it is connecting with one another when the
user clicks on the characters. Sound design work has also been a real challenge.
Imagine having to reproduce the sound of a bottle on a bar as many
times as there are people in the room who can hear it.
Q. Where will Secret Place be launched?
Ø The experience will be available
worldwide but open to 20 countries to play in the major markets for Perrier
France, United States and Canada. This is the first time that Perrier launches
a project of this magnitude in the United States.
The challenge is enormous. Positioning is also a little
different there. Much more premium. We really hope that the French touch--its audacious content-- is embraced well there.
Q. What results do you expect?
Ø There is a counter on the site that counts the number
of lives that all users worldwide will live on the site.1 life = 1 click on a
character. I want to hear from Perrier that this idea made 10 million lives by the end
of week five of the experience’ launch.
Q. How is this truly innovative?
Ø We believe Secret Place is truly a digital first. Not because it’s the
first time you can click on something and enter into his point of view. But, the ambition was really to say: Imagine you enter in
any movie theater, have the quality screenwriting and the
direction of cinema but also to have permanent control over the course of the story.
Q. What kind of partner did you work with to make this type of project?
Ø Fighting Fish is our production partner based in Paris. This is the first time that we’ve
made a digital experience for Perrier conducted by the
French. This is an opportunity to remind the world that France is in a good
position on Digital Excellence.
Beyond
the fact that Fighting Fish is based in Paris, it was able to fulfill the requirements
demanded by this project. The team assembled to
deliver this feature was made up of an interactive-hybrid. On the team was Lawrence King, the director of the experience and who is currently working on his own
film. Arnaud XXX is the production designer and there were
the script writers. Franck Marchalover saw the sound
design –having conducted several reputable orchestras before
working with us. Fighting Fish puts digital at the heart of its
"production thinking" and Ogilvy Paris thinks the same
way. This allows a real synergy
between the film's producers and those who are thinking through its interactivity.
Q. Why is Secret
Place the right creative approach for Perrier now?
Ø Digital and social
are playing an increasing role in Perrier's Communications strategy. They have
an important, specific role: communicating the edgier, younger, hottest facet
of the brand. Reaffirming that Perrier is a must have brand and product when it
comes to partying and socialising. And proving, again and again, that the brand
loooooves creativity, surprise and inventiveness. This is what Secret Place
brilliantly does in my mind. – Benoit de Fleurian,
ManagingDirector | Ogilvy & Mather Advertising.
The
digital space has opened up a new opportunity for brands. It's solved a
contradiction that exists in the real world. Physically, you can't make an
exclusive experience accessible to everybody. But with Secret Place, that's
exactly what we've achieved. We give people the opportunity to live an
experience they wouldn't normally live, but have always dreamed about. Like
those exclusive parties you've always longed to be invited to. And thanks to
Perrier, you can live it not once, but multiple times, through the eyes of
multiple characters. This is an idea that is only possible thanks to the
technology we have at our disposal today, and a bit of creative thinking. - Chris
Garbutt, Chief Creative Officer | Ogilvy & Mather Paris, Group
Q. The Director is who? And why did you choose
this director?
Ø Laurent King. We
chose him because of his ability to manage this kind of project: half movie,
half digital and interactive experience. It's really important to have this
kind of new director that knows how to direct with all the constraints that a
digital experience impose.
Q. Where did you shoot and tell me one challenge with
organizing the shoot or a challenge that arrived at the shoot? How did you overcome the challenge?
Ø We filmed in an
amazing appartement in Paris that was almost a piece of art by itself. We loved
the parisian kind of architecture of it, with lovely rooms, very different to
each other. It's very rare to find a place with different moods and atmosphere
in it. Moreover, we were looking for a place where you can imagine secret
parties happening in it. The biggest challenge was to choreograph all the action
of the 60 guests. It was a real challenge because every character had a link to
each other in terms of scenario.
Q. Is there a music track?
Ø The track of the
experience is played live by the group called "TOYZ".
Q. Would love to hear from one of the party-go’ers at
this Ultimate Party. . .
Ø The Host : All Secret
Places have their secrets. You understand why I'll keep this one. . .
Full Credits: Perrier
Secret Place:
Client : Perrier
Product
: Perrier
Title : Perrier Secret Place
Format : Digital/Brand Entertainement
Chief Creative Officer : Chris Garbutt
Creative Director : Frederic Levron,Thierry Chiumino
Copywriter : Baptiste Clinet, Nicolas Lautier,
Florian Bodet
Art Director : Baptiste Clinet, Nicolas Lautier,
Florian Bodet, Chris Rowson,
Global Business Leader :
Constance CapyBaudeau
Account Supervisor :StanislasVert
Film Producer : Hugo Diaz, Diane de Bretteville
Digital producer : Hugo Diaz, Cyril Duval, Sandra
Petrus
Production company :Fighting Fish, Olivier Dormerc,
Cyril Couve de Murvil, AdrienMoisson, Benjamin Przelspolewski
Sound Design : Le COMPTOIR DU SON / Franck MARCHAL & Alexandre POIRIER
Film Director :Laurent King
Story development: Olivier Domerc
Story editor: Benjamin Bloch
Production manager: Caroline Petruccelli
Production designer: Arnaud Roth
Director of Photography:Frédéric Martial Wetter
Line Producer: Vincent RIVIER
Location manager:Timothée TALANDIER
Main title music: Toys
Client:NWFB head of marketing and category, Muriel
Koch. Sparkling Brand Director, Fabienne Bravard. Perrier International Brand
ManagerArmelleRoulland
Social Media & PR Strategy Buzzman :
Georges Mohammed-Chérif (CEO & DC)
Hubert Munyazikwiye (Head of Social Media
& PR)
Nicolas David (Social Media Manager)
