Ogilvy & Mather Internship Project Summer 2016
TaraAvunduk
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43 slides
Jul 23, 2017
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About This Presentation
This deck won runner up and was client's choice out of eight in highly competitive intern team project.
Prepared By: Tara Avunduk, Caroline Hansen, Paige Northup, Wesley Paez and Jeanne Ifergan
Slide Content
1
PREPARED BY OGILVY |PERRIER | TEAM 5 2
The Team
Caroline Hansen
IBM
Dartmouth College
Jeanne Ifergan
Intelligence Center
Columbia University
Paige Northup
New Business
University of Virginia
Tara Avunduk
American Express
Tufts University
Wesley Paez
Corporate Communications
Florida State University
The Team
Caroline Hansen
IBM
Dartmouth College
Jeanne Ifergan
Intelligence Center
Columbia University
Paige Northup
New Business
University of Virginia
Tara Avunduk
American Express
Tufts University
Wesley Paez
Corporate Communications
Florida State University
PERRIER | TEAM 5 PREPARED BY OGILVY |
“Develop a marketing campaign that builds
relevance and creates desire amongst Millennials,
leveraging the current Perrier big idea: ‘Perrier
brings out the extraordinary in all of us.’”
DO-BRIEF OBJECTIVE
3
PERRIER AND MILLENNIALS: DO-BRIEF
“Develop a marketing campaign that builds
relevance and creates desire amongst Millennials,
leveraging the current Perrier big idea: ‘Perrier
brings out the extraordinary in all of us.’”
DO-BRIEF OBJECTIVE
3
PERRIER AND MILLENNIALS: DO-BRIEF
PREPARED BY OGILVY |PERRIER | TEAM 5 4
PERRIER AND MILLENNIALS: DO-BRIEF
WHO
WHAT
HOW
Millennials, with a focus on the younger end of the
spectrum—The Social Guru
Lead millennials to consider adding Perrier to their
beverage repertoire
Shape Perrier’s extraordinary proposition to their
values
PERRIER AND MILLENNIALS: DO-BRIEF
WHO
WHAT
HOW
Millennials, with a focus on the younger end of the
spectrum—The Social Guru
Lead millennials to consider adding Perrier to their
beverage repertoire
Shape Perrier’s extraordinary proposition to their
values
PREPARED BY OGILVY |PERRIER | TEAM 5 5
PERRIER AND MILLENNIALS: WHO
Lives in an urban
environment
Educated, ambitious
and career-oriented
Has personal style which
he/she loves to express
Very social (6+ hrs
with friends per week)
Creative and
open-minded
Between 18 and
29 years old
Who is
The Social Guru?
Source: MRI, Fall 2015
PERRIER AND MILLENNIALS: WHO
Lives in an urban
environment
Educated, ambitious
and career-oriented
Has personal style which
he/she loves to express
Very social (6+ hrs
with friends per week)
Creative and
open-minded
Between 18 and
29 years old
Who is
The Social Guru?
Source: MRI, Fall 2015
PREPARED BY OGILVY |PERRIER | TEAM 5 6
PERRIER AND MILLENNIALS: WHO
So what do they value?
Risk taking
Learning and experiencing new things
The arts
Variety in everyday life
!
?
Source: MRI, Fall 2015
PERRIER AND MILLENNIALS: WHO
So what do they value?
Risk taking
Learning and experiencing new things
The arts
Variety in everyday life
!
?
Source: MRI, Fall 2015
PREPARED BY OGILVY |PERRIER | TEAM 5 7
PERRIER AND MILLENNIALS: WHO
But most of all…
PERRIER AND MILLENNIALS: WHO
But most of all…
8
PREPARED BY OGILVY |PERRIER | TEAM 5 9
PERRIER AND MILLENNIALS: WHO
They are connected.
PERRIER AND MILLENNIALS: WHO
They are connected.
PREPARED BY OGILVY |
77% agree that they
notice others being
distracted by technology
when spending time
together.
1
PERRIER | TEAM 5
Millennials spend on
average 7.25 hours
connected through PC,
laptop, tablet and
mobile.
3
10
Connectivity
1
Team 5 Survey, 200 respondents
2 3
GWI Audience Report, Q1 2016
4 out of 5 millennials
are connected to
social media via
mobile.
2
PERRIER AND MILLENNIALS: WHO
PRIMARY RESEARCH SECONDARY RESEARCH SECONDARY RESEARCH
77% agree that they
notice others being
distracted by technology
when spending time
together.
1
PERRIER | TEAM 5
Millennials spend on
average 7.25 hours
connected through PC,
laptop, tablet and
mobile.
3
10
Connectivity
1
Team 5 Survey, 200 respondents
2 3
GWI Audience Report, Q1 2016
4 out of 5 millennials
are connected to
social media via
mobile.
2
PERRIER AND MILLENNIALS: WHO
PRIMARY RESEARCH SECONDARY RESEARCH SECONDARY RESEARCH
PREPARED BY OGILVY |PERRIER | TEAM 5 11
PERRIER AND MILLENNIALS: WHO
PERRIER AND MILLENNIALS: WHO
PREPARED BY OGILVY |PERRIER | TEAM 5
PERRIER AND MILLENNIALS: WHO
12
US Internet Users Who
Have Gone on Vacation to
Be Offline
21-30 56%
“Millennials crave connection more than other
generations and are looking for ways to strengthen their
relationships with their communities.”
2
“Younger Millennials want to cultivate
quality relationships.”
3
“They have begun to create barriers between
their online and offline lives.”
3
We already know that. Here’s what’s new.
1
eMarketer, Half of US Internet Users Want to Unplug on Vacation, 2016
2
The Future’s Company, Millennials Download, 2015
3
GfK, Global Need-to-Know Reports, The Millennial Generation, 2015
4
Team 5 Survey, 200+ respondents
1
71% agree that they spend too much time
on social media.
4
PERRIER AND MILLENNIALS: WHO
12
US Internet Users Who
Have Gone on Vacation to
Be Offline
21-30 56%
“Millennials crave connection more than other
generations and are looking for ways to strengthen their
relationships with their communities.”
2
“Younger Millennials want to cultivate
quality relationships.”
3
“They have begun to create barriers between
their online and offline lives.”
3
We already know that. Here’s what’s new.
1
eMarketer, Half of US Internet Users Want to Unplug on Vacation, 2016
2
The Future’s Company, Millennials Download, 2015
3
GfK, Global Need-to-Know Reports, The Millennial Generation, 2015
4
Team 5 Survey, 200+ respondents
1
71% agree that they spend too much time
on social media.
4
PREPARED BY OGILVY |PERRIER | TEAM 5 13
“As the world around us becomes increasingly digitized, the tangible side of fun –
things we can see,
touch,
feel,
and smell –
are still valuable.
Engaging in analog experiences allows us to
recapture the pleasures of human contact that can
get lost in the digital shuffle . While tech-forward experiences
are becoming more prominent, analog still has
the power to entertain.”
1
Kelton, “The Fun Report,” 2016
“As the world around us becomes increasingly digitized, the tangible side of fun –
things we can see,
touch,
feel,
and smell –
are still valuable.
Engaging in analog experiences allows us to
recapture the pleasures of human contact that can
get lost in the digital shuffle . While tech-forward experiences
are becoming more prominent, analog still has
the power to entertain.”
1
Kelton, “The Fun Report,” 2016
PREPARED BY OGILVY |PERRIER | TEAM 5 14
Insight
Despite being the most connected generation, millennials crave a
disconnect. While they want genuine, real life experiences, they
cannot resist the distraction of technology.
PERRIER AND MILLENNIALS: WHO
Insight
Despite being the most connected generation, millennials crave a
disconnect. While they want genuine, real life experiences, they
cannot resist the distraction of technology.
PERRIER AND MILLENNIALS: WHO
PREPARED BY OGILVY |PERRIER | TEAM 5
So here’s our question.
What will help them resist?
PERRIER AND MILLENNIALS: WHO
15
So here’s our question.
What will help them resist?
PERRIER AND MILLENNIALS: WHO
15
PREPARED BY OGILVY |PERRIER | TEAM 5
…Something extraordinaire.
16
Something compelling….
PERRIER AND MILLENNIALS: WHAT
…Something extraordinaire.
16
Something compelling….
PERRIER AND MILLENNIALS: WHAT
PREPARED BY OGILVY |PERRIER | TEAM 5 17
PERRIER AND MILLENNIALS: WHAT
Enter,
PERRIER
PERRIER AND MILLENNIALS: WHAT
Enter,
PERRIER
PREPARED BY OGILVY | 18
LOOK UP, C’EST EXTRAORDINAIRE: WHAT
PERRIER | TEAM 5
Why Perrier?
Since Perrier’s creation, it has seen numerous decades of fine living.
Having been there and done that, Perrier knows the pieces of a fine life.
As a staple of exquisite food, drink, memories, and relationships…
Perrier has the authority to speak up when these elements of life are compromised.
LOOK UP, C’EST EXTRAORDINAIRE: WHAT
PERRIER | TEAM 5
Why Perrier?
Since Perrier’s creation, it has seen numerous decades of fine living.
Having been there and done that, Perrier knows the pieces of a fine life.
As a staple of exquisite food, drink, memories, and relationships…
Perrier has the authority to speak up when these elements of life are compromised.
PREPARED BY OGILVY |
LOOK UP,
C’EST EXTRAORDINAIRE
PERRIER | TEAM 5 19
Introducing,
LOOK UP,
C’EST EXTRAORDINAIRE
PERRIER | TEAM 5 19
Introducing,
PERRIER | TEAM 5 PREPARED BY OGILVY |
Create awe-inspiring experiences unique to
Perrier’s brand that will help Millennials have
more extraordinary moments.
LOOK UP, C’EST EXTRAORDINAIRE: HOW
HOW DO WE DO THIS?
20
Create awe-inspiring experiences unique to
Perrier’s brand that will help Millennials have
more extraordinary moments.
LOOK UP, C’EST EXTRAORDINAIRE: HOW
HOW DO WE DO THIS?
20
PREPARED BY OGILVY |PERRIER | TEAM 5
Journey
21
LOOK UP, C’EST EXTRAORDINAIRE: THE JOURNEY
Interrupt Surprise Connect Convert
Journey
21
LOOK UP, C’EST EXTRAORDINAIRE: THE JOURNEY
Interrupt Surprise Connect Convert
PREPARED BY OGILVY |PERRIER | TEAM 5
Journey
22
LOOK UP, C’EST EXTRAORDINAIRE: THE JOURNEY
Interrupt
Surprise Connect Convert
Journey
22
LOOK UP, C’EST EXTRAORDINAIRE: THE JOURNEY
Interrupt
Surprise Connect Convert
OUT OF HOME
SPECTACULARS
23
SPECTACULARS
23
PREPARED BY OGILVY |
THE JOURNEY: INTERRUPT
24PERRIER | TEAM 5
Disrupt the commute,
reorient perception.
Emphasizing the need to look up, the
campaign’s OOH commute ads will be
installed in locations where commuters
are the most tempted to look at their
phones: while on the wait for their
commute. The ads will consist of two
key parts: the first being a floor sticker
telling the consumer to look up, and the
second being Perrier’s ad placed on the
ceiling of that location, be it a bus
shelter or a subway corridor.
THE JOURNEY: INTERRUPT
24PERRIER | TEAM 5
Disrupt the commute,
reorient perception.
Emphasizing the need to look up, the
campaign’s OOH commute ads will be
installed in locations where commuters
are the most tempted to look at their
phones: while on the wait for their
commute. The ads will consist of two
key parts: the first being a floor sticker
telling the consumer to look up, and the
second being Perrier’s ad placed on the
ceiling of that location, be it a bus
shelter or a subway corridor.
PREPARED BY OGILVY |
THE JOURNEY: INTERRUPT
25PERRIER | TEAM 5
Step into the
extraordinary.
Yet on-the-go urban millennials don’t
only commute through public
transportation —they walk, a lot. Taking
over key staircases of major subway
stations and outdoor stairways, Perrier,
in collaboration with a street artist, will
ornate these ascending passageways. At
the bottom of the staircase, a sign will
tell them to look up towards a street art-
style ad that evolves as the they
escalate.
THE JOURNEY: INTERRUPT
25PERRIER | TEAM 5
Step into the
extraordinary.
Yet on-the-go urban millennials don’t
only commute through public
transportation —they walk, a lot. Taking
over key staircases of major subway
stations and outdoor stairways, Perrier,
in collaboration with a street artist, will
ornate these ascending passageways. At
the bottom of the staircase, a sign will
tell them to look up towards a street art-
style ad that evolves as the they
escalate.
PREPARED BY OGILVY |
THE JOURNEY: INTERRUPT
26PERRIER | TEAM 5
Find pieces of the
puzzle.
Inspired by Paris’ Space Invaders street
art concept, we decided to apply this
collecting-game idea to our campaign.
Coming up with a cool, recognizable logo,
we will ‘invade’ our targeted cities with
these little Perrier reminders situated in
key locations.
THE JOURNEY: INTERRUPT
26PERRIER | TEAM 5
Find pieces of the
puzzle.
Inspired by Paris’ Space Invaders street
art concept, we decided to apply this
collecting-game idea to our campaign.
Coming up with a cool, recognizable logo,
we will ‘invade’ our targeted cities with
these little Perrier reminders situated in
key locations.
PREPARED BY OGILVY |
THE JOURNEY: INTERRUPT
27PERRIER | TEAM 5
A touch of whimsy
in the concrete jungle.
Staying loyal to Perrier’s long-time dedication
and valuation of the arts, traditional billboard
ads will be un-traditionalized by being actual
pieces of art instead of mere over sized
posters. These will always appear above eye-
level, encouraging the viewer to look up in
order to discover the full image. These will be
painted onto building walls, under bridges,
and on high-fetched billboards. They will also
include the date of the concerned cities’ sky
series spectacle, hinting to those who keep
their eyes open and up that something
extraordinary is going to happen.
THE JOURNEY: INTERRUPT
27PERRIER | TEAM 5
A touch of whimsy
in the concrete jungle.
Staying loyal to Perrier’s long-time dedication
and valuation of the arts, traditional billboard
ads will be un-traditionalized by being actual
pieces of art instead of mere over sized
posters. These will always appear above eye-
level, encouraging the viewer to look up in
order to discover the full image. These will be
painted onto building walls, under bridges,
and on high-fetched billboards. They will also
include the date of the concerned cities’ sky
series spectacle, hinting to those who keep
their eyes open and up that something
extraordinary is going to happen.
PREPARED BY OGILVY |
THE JOURNEY: INTERRUPT
28PERRIER | TEAM 5
FL
NY
Wonder in one glance.
THE JOURNEY: INTERRUPT
28PERRIER | TEAM 5
FL
NY
Wonder in one glance.
PREPARED BY OGILVY |PERRIER | TEAM 5
Surprise
Journey
29
LOOK UP, C’EST EXTRAORDINAIRE: THE JOURNEY
Interrupt Connect Convert
Surprise
Journey
29
LOOK UP, C’EST EXTRAORDINAIRE: THE JOURNEY
Interrupt Connect Convert
SKY SERIES
30
30
PREPARED BY OGILVY |
THE JOURNEY: SURPRISE
31PERRIER | TEAM 5
Stumble upon a
sky-high
spectacle.
The core of the Look Up, C’est
Extraordinaire campaign lies in the
experiences it has to offer to a generation
that has been disconnected from the real
work because of virtual over-connection.
In our targeted cities, we will be offering a
range of sky spectacles, including trapeze
and tight-rope performances, sponsored
fireworks, urban zip-lines, jet-pack flights,
and parasailing.
THE JOURNEY: SURPRISE
31PERRIER | TEAM 5
Stumble upon a
sky-high
spectacle.
The core of the Look Up, C’est
Extraordinaire campaign lies in the
experiences it has to offer to a generation
that has been disconnected from the real
work because of virtual over-connection.
In our targeted cities, we will be offering a
range of sky spectacles, including trapeze
and tight-rope performances, sponsored
fireworks, urban zip-lines, jet-pack flights,
and parasailing.
PREPARED BY OGILVY |PERRIER | TEAM 5
THE JOURNEY: SURPRISE
32
Look before you look
up.
down
As Snapchat users approach the location of the sky
series on the day of the event, the app will geolocate
them and offer a new filter to use on their snaps. By
looking down to their phones and surfing through the
range of filters Snapchat has to offer, they will be subtly
reminded to look up towards the sky in order to capture
the real life experience Perrier is providing them.
THE JOURNEY: SURPRISE
32
Look before you look
up.
down
As Snapchat users approach the location of the sky
series on the day of the event, the app will geolocate
them and offer a new filter to use on their snaps. By
looking down to their phones and surfing through the
range of filters Snapchat has to offer, they will be subtly
reminded to look up towards the sky in order to capture
the real life experience Perrier is providing them.
PREPARED BY OGILVY |PERRIER | TEAM 5
My parents are so scared to zip-line
THE JOURNEY: SURPRISE
33
Look before you look
up.
down
My parents are so scared to zip-line
THE JOURNEY: SURPRISE
33
Look before you look
up.
down
PREPARED BY OGILVY |PERRIER | TEAM 5
ConnectSurprise
Journey
34
LOOK UP, C’EST EXTRAORDINAIRE: THE JOURNEY
Interrupt Convert
ConnectSurprise
Journey
34
LOOK UP, C’EST EXTRAORDINAIRE: THE JOURNEY
Interrupt Convert
PREPARED BY OGILVY |
THE JOURNEY: CONNECT
35PERRIER | TEAM 5
A Perrier
pause.
The Perrier lounge will be here to greet
viewers of the sky spectacles to have a
seat in a sponsored area and enjoy
some Perrier-based drinks. The
lounges will be decorated accordingly
to each location, and will respect the
color scheme of Perrier’s flavored
sparkling water.
THE JOURNEY: CONNECT
35PERRIER | TEAM 5
A Perrier
pause.
The Perrier lounge will be here to greet
viewers of the sky spectacles to have a
seat in a sponsored area and enjoy
some Perrier-based drinks. The
lounges will be decorated accordingly
to each location, and will respect the
color scheme of Perrier’s flavored
sparkling water.
PREPARED BY OGILVY |PERRIER | TEAM 5 36
THE JOURNEY: CONNECT
Disconnect to reconnect.
These lounges will be an opportunity for Perrier to truly connect with its audience in a communal
setting, returning back to its true brand identity. Millennial brand ambassadors will circulate to help
facilitate good conversation, libation and information. These lounges, like the events that host them, will
live throughout different stages of the day, showing Perrier’s relevance from dawn to dusk.
THE JOURNEY: CONNECT
Disconnect to reconnect.
These lounges will be an opportunity for Perrier to truly connect with its audience in a communal
setting, returning back to its true brand identity. Millennial brand ambassadors will circulate to help
facilitate good conversation, libation and information. These lounges, like the events that host them, will
live throughout different stages of the day, showing Perrier’s relevance from dawn to dusk.
PREPARED BY OGILVY |PERRIER | TEAM 5
ConnectSurprise
Journey
37
LOOK UP, C’EST EXTRAORDINAIRE: THE JOURNEY
Interrupt Convert
ConnectSurprise
Journey
37
LOOK UP, C’EST EXTRAORDINAIRE: THE JOURNEY
Interrupt Convert
AN EXTRAORDINARY
EXPERIENCE
38
EXPERIENCE
38
PREPARED BY OGILVY |
THE JOURNEY: CONVERT
39PERRIER | TEAM 5
10 golden cans,
10 friends.
The extraordinary experience climaxes in the last part of the
campaign that will begin in the Fall. Inspired by Roald Dahl’s “Charlie
and The Chocolate Factory,” we decided to apply the rewarding and
extraordinary golden ticket idea to Perrier’s campaign. In the early
Fall, Perrier will produce one unique flavored slim can box that will
contain 10 golden cans, retailed in five cities. The box being opaque,
the buyer will not be able to see what is inside. One lucky winner per
city will purchase this box —the 10 golden cans will be the
equivalent of 10 prizes (one for the buyer and the 9 others for their
closest friends). With these, the 10 winners of five cities will have
access to the most extraordinary Perrier offers.
THE JOURNEY: CONVERT
39PERRIER | TEAM 5
10 golden cans,
10 friends.
The extraordinary experience climaxes in the last part of the
campaign that will begin in the Fall. Inspired by Roald Dahl’s “Charlie
and The Chocolate Factory,” we decided to apply the rewarding and
extraordinary golden ticket idea to Perrier’s campaign. In the early
Fall, Perrier will produce one unique flavored slim can box that will
contain 10 golden cans, retailed in five cities. The box being opaque,
the buyer will not be able to see what is inside. One lucky winner per
city will purchase this box —the 10 golden cans will be the
equivalent of 10 prizes (one for the buyer and the 9 others for their
closest friends). With these, the 10 winners of five cities will have
access to the most extraordinary Perrier offers.
PREPARED BY OGILVY |
THE JOURNEY: CONVERT
40PERRIER | TEAM 5
Disconnected,
but more
connected
than ever.
The golden cans act as golden tickets to a
trip to Finland that will take place during the
holiday season. Why Finland? Because it
rhymes with nature, with extraordinary skies,
and with disconnect. The prize includes 10
roundtrips to Finland, airport transfer, a fully-
paid stay in an igloo cabin at the Kakslautten
Resort, and a food and activity voucher.
THE JOURNEY: CONVERT
40PERRIER | TEAM 5
Disconnected,
but more
connected
than ever.
The golden cans act as golden tickets to a
trip to Finland that will take place during the
holiday season. Why Finland? Because it
rhymes with nature, with extraordinary skies,
and with disconnect. The prize includes 10
roundtrips to Finland, airport transfer, a fully-
paid stay in an igloo cabin at the Kakslautten
Resort, and a food and activity voucher.
PREPARED BY OGILVY |
LOOK UP, C’EST EXTRAORDINAIRE: RECAP
41PERRIER | TEAM 5
WORD OF MOUTH - EARNED MEDIA
Out of Home Spectaculars
•Murals
•Subways
•Staircase
•Billboards
•Bus shelters
•Scavenger Hunt
Sky Series
•Tightrope walker
•Fireworks
•City Zip-line
•Jetpacks
•Parasailing
•Snapchat
•Search/web series
Extraordinary Experience
•Golden can
•Northern Lights
Recap
INTERRUPT SURPRISE - CONNECT CONVERT
LOOK UP, C’EST EXTRAORDINAIRE: RECAP
41PERRIER | TEAM 5
WORD OF MOUTH - EARNED MEDIA
Out of Home Spectaculars
•Murals
•Subways
•Staircase
•Billboards
•Bus shelters
•Scavenger Hunt
Sky Series
•Tightrope walker
•Fireworks
•City Zip-line
•Jetpacks
•Parasailing
•Snapchat
•Search/web series
Extraordinary Experience
•Golden can
•Northern Lights
Recap
INTERRUPT SURPRISE - CONNECT CONVERT
PREPARED BY OGILVY |PERRIER | TEAM 5 42
LOOK UP, C'EST EXTRAORDINAIRE: BUDGET 45% 7% 24% 23%
$200K 24% 6% 13% 57% 18% 7% 10% 65%
OOH Sky Series
IncidentalsExtraordinary Experience
What about the bottom line?
$500K
$750K
LOOK UP, C'EST EXTRAORDINAIRE: BUDGET 45% 7% 24% 23%
$200K 24% 6% 13% 57% 18% 7% 10% 65%
OOH Sky Series
IncidentalsExtraordinary Experience
What about the bottom line?
$500K
$750K
PREPARED BY OGILVY |
July OctoberSeptemberAugustJune November December
Purchase
and place
OOH ads
Zip line
Send out first
two batches
of Golden
Bottles
Send out third
and fourth
batches of
Golden Bottles
Send out final
batch of Golden
Bottles
Announce
Winners Fly to Finland
Fireworks
Tightrope
PERRIER | TEAM 5 43
May
Timelime
LOOK UP, C'EST EXTRAORDINAIRE: TIMELINE
July OctoberSeptemberAugustJune November December
Purchase
and place
OOH ads
Zip line
Send out first
two batches
of Golden
Bottles
Send out third
and fourth
batches of
Golden Bottles
Send out final
batch of Golden
Bottles
Announce
Winners Fly to Finland
Fireworks
Tightrope
PERRIER | TEAM 5 43
May
Timelime
LOOK UP, C'EST EXTRAORDINAIRE: TIMELINE
PREPARED BY OGILVY |
LOOK UP,
C’EST EXTRAORDINAIRE
PERRIER | TEAM 5 44
LOOK UP,
C’EST EXTRAORDINAIRE
PERRIER | TEAM 5 44
45
Appendix
46
46
PREPARED BY OGILVY |PERRIER | TEAM 5 47
LOOK UP, C’EST EXTRAORDINAIRE: APPENDIX
1.Budget
2.Team 5 Survey
3.The Social Guru MRI
4.Global Web Index Audience Report, Q1 2016
5.eMarketer, Half of US Internet Users Want to
Unplug on Vacation, 2016
6.The Future’s Company, Millennials Download,
2015
7.GfK, Global Need-to-Know Reports, The Millennial
Generation, 2015
8.Character Z
9.Millennials and Sparkling Water
10.Competitive Landscape
11.Scarborough (Millennial Demographic by City)
12.Perrier Lounge Color Palette
13.Location Map
14.History of Perrier
15.Kelton, “The Fun Report,” 2016
Index
LOOK UP, C’EST EXTRAORDINAIRE: APPENDIX
1.Budget
2.Team 5 Survey
3.The Social Guru MRI
4.Global Web Index Audience Report, Q1 2016
5.eMarketer, Half of US Internet Users Want to
Unplug on Vacation, 2016
6.The Future’s Company, Millennials Download,
2015
7.GfK, Global Need-to-Know Reports, The Millennial
Generation, 2015
8.Character Z
9.Millennials and Sparkling Water
10.Competitive Landscape
11.Scarborough (Millennial Demographic by City)
12.Perrier Lounge Color Palette
13.Location Map
14.History of Perrier
15.Kelton, “The Fun Report,” 2016
Index
PREPARED BY OGILVY |PERRIER | TEAM 5 48
Team 5 Survey
LOOK UP, C’EST EXTRAORDINAIRE: APPENDIX
Logistics
•We conducted a survey that elicited 189 responses and was
distributed over four days.
•We used 90% of the data, specific to those that fit the demographic
target.
Results
•Through our research, we found three compelling pieces of data that
guided us in the direction of our campaign.
•The first picture reveals the desire by most many millennials to look
away from technology.
•The second slide reinforces the videos we played that reveal how
much people notice others using technology.
•The third slide is one of the most influential statistics we used to
determine our campaign. This directly asks people whether or not
they think they spend too much time on social media. There was a
surprising amount of people that said they do, leading us to our
insight.
Team 5 Survey
LOOK UP, C’EST EXTRAORDINAIRE: APPENDIX
Logistics
•We conducted a survey that elicited 189 responses and was
distributed over four days.
•We used 90% of the data, specific to those that fit the demographic
target.
Results
•Through our research, we found three compelling pieces of data that
guided us in the direction of our campaign.
•The first picture reveals the desire by most many millennials to look
away from technology.
•The second slide reinforces the videos we played that reveal how
much people notice others using technology.
•The third slide is one of the most influential statistics we used to
determine our campaign. This directly asks people whether or not
they think they spend too much time on social media. There was a
surprising amount of people that said they do, leading us to our
insight.
PREPARED BY OGILVY |PERRIER | TEAM 5 49
Source: MRI 2015 Fall (Waves 72-73)
The Social Guru:
General Attitudes
(Psychographics)
Social Guru
Audience(000) Resps %Col %Row Index
Total 11,433 895 100.0 4.8 100.0
59 I choose to have a small group of friends rather than a large group of acquaintances. - Agree - General Attitudes 10,609 811 92.8 5.2 109.1
52 My home is an expression of my personal style. - Agree - General Attitudes 10,485 825 91.7 6.5 136.0
6 I like to give the impression that my life is under control. - Agree - General Attitudes 10,218 802 89.4 5.8 121.5
18 Spending time with my family is my top priority. - Agree - General Attitudes 10,156 803 88.8 4.8 101.6
4 The government should pay more attention to environmental issues. - Agree - General Attitudes 10,104 800 88.4 5.5 116.3
7 Given the choice, I would be my own boss. - Agree - General Attitudes 10,062 790 88.0 5.3 111.1
44 I consider myself to be very sociable. - Agree - General Attitudes 9,974 784 87.2 6.4 133.9
41 I seek out variety in my everyday life. - Agree - General Attitudes 9,960 782 87.1 7.2 151.3
25 Keeping a neat, organized home is a top priority for me. - Agree - General Attitudes 9,941 768 86.9 5.5 116.7
47 I frequently wish I had more time to spend with my family. - Agree - General Attitudes 9,920 768 86.8 5.2 110.1
40 My goal is to make it to the top of my profession. - Agree - General Attitudes 9,800 775 85.7 8.8 185.8
48 I would continue working even if I won the lottery. - Agree - General Attitudes 9,749 754 85.3 6.8 144.0
24 I like to learn about foreign cultures. - Agree - General Attitudes 9,636 781 84.3 6.1 129.1
14 I purchase products to help organize my life. - Agree - General Attitudes 9,592 757 83.9 5.8 121.0
5 I like to shower my loved ones with gifts. - Agree - General Attitudes 9,574 751 83.7 6.3 132.1
49 I make sure I take time for myself each day. - Agree - General Attitudes 9,574 739 83.7 6.1 128.3
28 I consider myself sophisticated. - Agree - General Attitudes 9,411 743 82.3 7.9 166.1
33 I am typically willing to pay more for high-quality items. - Agree - General Attitudes 9,379 738 82.0 6.2 130.3
21 Global warming is a serious threat. - Agree - General Attitudes 9,380 739 82.0 5.8 122.2
54 I enjoy maintaining traditions. - Agree - General Attitudes 9,314 722 81.5 5.4 113.6
32 My philosophy is Life should be as much fun as possible. - Agree - General Attitudes 9,306 745 81.4 6.0 126.4
10 I am interested in finding out how I can help the environment. - Agree - General Attitudes 9,252 734 80.9 5.8 121.3
46 My cultural/ethnic heritage is an important part of who I am. - Agree - General Attitudes 9,175 704 80.2 6.0 126.4
16 I often find myself in a leadership position. - Agree - General Attitudes 9,154 733 80.1 6.1 128.1
20 I prefer a set routine in my daily life. - Agree - General Attitudes 9,133 718 79.9 5.1 106.7
60 I avoid confrontation whenever possible. - Agree - General Attitudes 9,098 692 79.6 5.1 108.1
27 Even if things look messy, I know where everything is. - Agree - General Attitudes 9,079 718 79.4 5.4 114.5
58 Pets deserve to be pampered. - Agree - General Attitudes 9,025 692 78.9 5.7 120.6
34 I'd rather prepare a meal than eat in a restaurant. - Agree - General Attitudes 8,910 709 77.9 5.6 118.5
12 Risk-taking is exciting to me. - Agree - General Attitudes 8,886 690 77.7 8.8 185.9
53 I consider myself outspoken. - Agree - General Attitudes 8,877 693 77.6 6.6 137.9
42 It's important to me that my children continue my family's cultural traditions. - Agree - General Attitudes 8,871 705 77.6 5.5 115.9
57 To me, it is important to keep up-to-date with news and current affairs. - Agree - General Attitudes 8,776 704 76.8 5.1 107.2
1 I try to eat dinner with my family almost every night. - Agree - General Attitudes 8,751 680 76.5 4.7 99.0
37 My friends are the most important thing in my life. - Agree - General Attitudes 8,602 673 75.2 6.3 132.0
19 I work primarily for the salary. - Agree - General Attitudes 8,582 663 75.1 5.8 122.9
2 I am so busy, I often can't finish everything I need to in a day. - Agree - General Attitudes 8,327 652 72.8 5.2 109.3
36 I consider myself a spiritual person. - Agree - General Attitudes 8,250 662 72.2 4.9 102.1
43 Family is important to me, but I have other interests that are equally important. - Agree - General Attitudes 8,223 656 71.9 6.2 130.7
13 I am very interested in the fine arts. - Agree - General Attitudes 8,097 656 70.8 7.0 146.6
17 I like to live a lifestyle that impresses others. - Agree - General Attitudes 7,998 610 70.0 11.4 239.0
35 A company's environmental record is important to me in my purchasing decisions. - Agree - General Attitudes 7,955 633 69.6 6.6 139.1
22 I enjoy showing off my home to guests. - Agree - General Attitudes 7,740 616 67.7 8.1 171.0
26 I feel I am more environmentally conscious than most people. - Agree - General Attitudes 7,729 612 67.6 6.7 141.9
8 Prayer is a part of my daily life. - Agree - General Attitudes 7,732 601 67.6 5.0 104.5
50 Juggling family and work demands is very stressful for me. - Agree - General Attitudes 7,561 577 66.1 6.1 128.8
11 I don't mind giving up my personal time for work. - Agree - General Attitudes 7,402 587 64.7 5.9 125.0
30 Children have a right to be spoiled. - Agree - General Attitudes 7,303 532 63.9 7.4 155.0
3 I strive to achieve a high social status. - Agree - General Attitudes 7,151 565 62.5 9.6 201.2
29 I must admit, I work most weekends. - Agree - General Attitudes 6,845 542 59.9 6.9 145.7
23 I feel really good about seeing celebrities in the media that share my ethnic background. - Agree - General Attitudes 6,545 502 57.2 8.9 187.3
15 Religion should be the pillar of our society. - Agree - General Attitudes 6,444 502 56.4 4.4 93.5
39 I enjoy being the center of attention. - Agree - General Attitudes 6,381 502 55.8 10.5 221.4
61 I consider my work to be a career, not just a job. - Agree - General Attitudes 6,179 514 54.0 6.1 127.9
38 I often feel like my life is slipping out of control. - Agree - General Attitudes 6,168 449 53.9 7.5 158.5
51 I see myself as somewhat of a loner. - Agree - General Attitudes 6,045 459 52.9 5.2 108.7
9 Marriage should only be legal between a man and a woman. - Agree - General Attitudes 5,870 458 51.3 4.5 94.0
56 I love keeping up with celebrity news and gossip. - Agree - General Attitudes 5,699 427 49.8 9.1 191.8
62 I am willing to take charge to get things done. (Wave 73 Only) - Agree - General Attitudes 5,568 467 48.7 5.3 111.9
31 I attend religious services regularly. - Agree - General Attitudes 5,527 427 48.3 5.1 106.4
45 People who are worried about the environment are overreacting. - Agree - General Attitudes 5,401 412 47.2 6.7 140.6
55 I'm more connected to my ethnic heritage than my parents are. - Agree - General Attitudes 5,304 413 46.4 8.4 176.6
63 I can tell my home is clean by the way it smells. (Wave 73 Only) - Agree - General Attitudes 5,183 433 45.3 5.8 121.1
LOOK UP, C’EST EXTRAORDINAIRE: APPENDIX
Source: MRI 2015 Fall (Waves 72-73)
The Social Guru:
General Attitudes
(Psychographics)
Social Guru
Audience(000) Resps %Col %Row Index
Total 11,433 895 100.0 4.8 100.0
59 I choose to have a small group of friends rather than a large group of acquaintances. - Agree - General Attitudes 10,609 811 92.8 5.2 109.1
52 My home is an expression of my personal style. - Agree - General Attitudes 10,485 825 91.7 6.5 136.0
6 I like to give the impression that my life is under control. - Agree - General Attitudes 10,218 802 89.4 5.8 121.5
18 Spending time with my family is my top priority. - Agree - General Attitudes 10,156 803 88.8 4.8 101.6
4 The government should pay more attention to environmental issues. - Agree - General Attitudes 10,104 800 88.4 5.5 116.3
7 Given the choice, I would be my own boss. - Agree - General Attitudes 10,062 790 88.0 5.3 111.1
44 I consider myself to be very sociable. - Agree - General Attitudes 9,974 784 87.2 6.4 133.9
41 I seek out variety in my everyday life. - Agree - General Attitudes 9,960 782 87.1 7.2 151.3
25 Keeping a neat, organized home is a top priority for me. - Agree - General Attitudes 9,941 768 86.9 5.5 116.7
47 I frequently wish I had more time to spend with my family. - Agree - General Attitudes 9,920 768 86.8 5.2 110.1
40 My goal is to make it to the top of my profession. - Agree - General Attitudes 9,800 775 85.7 8.8 185.8
48 I would continue working even if I won the lottery. - Agree - General Attitudes 9,749 754 85.3 6.8 144.0
24 I like to learn about foreign cultures. - Agree - General Attitudes 9,636 781 84.3 6.1 129.1
14 I purchase products to help organize my life. - Agree - General Attitudes 9,592 757 83.9 5.8 121.0
5 I like to shower my loved ones with gifts. - Agree - General Attitudes 9,574 751 83.7 6.3 132.1
49 I make sure I take time for myself each day. - Agree - General Attitudes 9,574 739 83.7 6.1 128.3
28 I consider myself sophisticated. - Agree - General Attitudes 9,411 743 82.3 7.9 166.1
33 I am typically willing to pay more for high-quality items. - Agree - General Attitudes 9,379 738 82.0 6.2 130.3
21 Global warming is a serious threat. - Agree - General Attitudes 9,380 739 82.0 5.8 122.2
54 I enjoy maintaining traditions. - Agree - General Attitudes 9,314 722 81.5 5.4 113.6
32 My philosophy is Life should be as much fun as possible. - Agree - General Attitudes 9,306 745 81.4 6.0 126.4
10 I am interested in finding out how I can help the environment. - Agree - General Attitudes 9,252 734 80.9 5.8 121.3
46 My cultural/ethnic heritage is an important part of who I am. - Agree - General Attitudes 9,175 704 80.2 6.0 126.4
16 I often find myself in a leadership position. - Agree - General Attitudes 9,154 733 80.1 6.1 128.1
20 I prefer a set routine in my daily life. - Agree - General Attitudes 9,133 718 79.9 5.1 106.7
60 I avoid confrontation whenever possible. - Agree - General Attitudes 9,098 692 79.6 5.1 108.1
27 Even if things look messy, I know where everything is. - Agree - General Attitudes 9,079 718 79.4 5.4 114.5
58 Pets deserve to be pampered. - Agree - General Attitudes 9,025 692 78.9 5.7 120.6
34 I'd rather prepare a meal than eat in a restaurant. - Agree - General Attitudes 8,910 709 77.9 5.6 118.5
12 Risk-taking is exciting to me. - Agree - General Attitudes 8,886 690 77.7 8.8 185.9
53 I consider myself outspoken. - Agree - General Attitudes 8,877 693 77.6 6.6 137.9
42 It's important to me that my children continue my family's cultural traditions. - Agree - General Attitudes 8,871 705 77.6 5.5 115.9
57 To me, it is important to keep up-to-date with news and current affairs. - Agree - General Attitudes 8,776 704 76.8 5.1 107.2
1 I try to eat dinner with my family almost every night. - Agree - General Attitudes 8,751 680 76.5 4.7 99.0
37 My friends are the most important thing in my life. - Agree - General Attitudes 8,602 673 75.2 6.3 132.0
19 I work primarily for the salary. - Agree - General Attitudes 8,582 663 75.1 5.8 122.9
2 I am so busy, I often can't finish everything I need to in a day. - Agree - General Attitudes 8,327 652 72.8 5.2 109.3
36 I consider myself a spiritual person. - Agree - General Attitudes 8,250 662 72.2 4.9 102.1
43 Family is important to me, but I have other interests that are equally important. - Agree - General Attitudes 8,223 656 71.9 6.2 130.7
13 I am very interested in the fine arts. - Agree - General Attitudes 8,097 656 70.8 7.0 146.6
17 I like to live a lifestyle that impresses others. - Agree - General Attitudes 7,998 610 70.0 11.4 239.0
35 A company's environmental record is important to me in my purchasing decisions. - Agree - General Attitudes 7,955 633 69.6 6.6 139.1
22 I enjoy showing off my home to guests. - Agree - General Attitudes 7,740 616 67.7 8.1 171.0
26 I feel I am more environmentally conscious than most people. - Agree - General Attitudes 7,729 612 67.6 6.7 141.9
8 Prayer is a part of my daily life. - Agree - General Attitudes 7,732 601 67.6 5.0 104.5
50 Juggling family and work demands is very stressful for me. - Agree - General Attitudes 7,561 577 66.1 6.1 128.8
11 I don't mind giving up my personal time for work. - Agree - General Attitudes 7,402 587 64.7 5.9 125.0
30 Children have a right to be spoiled. - Agree - General Attitudes 7,303 532 63.9 7.4 155.0
3 I strive to achieve a high social status. - Agree - General Attitudes 7,151 565 62.5 9.6 201.2
29 I must admit, I work most weekends. - Agree - General Attitudes 6,845 542 59.9 6.9 145.7
23 I feel really good about seeing celebrities in the media that share my ethnic background. - Agree - General Attitudes 6,545 502 57.2 8.9 187.3
15 Religion should be the pillar of our society. - Agree - General Attitudes 6,444 502 56.4 4.4 93.5
39 I enjoy being the center of attention. - Agree - General Attitudes 6,381 502 55.8 10.5 221.4
61 I consider my work to be a career, not just a job. - Agree - General Attitudes 6,179 514 54.0 6.1 127.9
38 I often feel like my life is slipping out of control. - Agree - General Attitudes 6,168 449 53.9 7.5 158.5
51 I see myself as somewhat of a loner. - Agree - General Attitudes 6,045 459 52.9 5.2 108.7
9 Marriage should only be legal between a man and a woman. - Agree - General Attitudes 5,870 458 51.3 4.5 94.0
56 I love keeping up with celebrity news and gossip. - Agree - General Attitudes 5,699 427 49.8 9.1 191.8
62 I am willing to take charge to get things done. (Wave 73 Only) - Agree - General Attitudes 5,568 467 48.7 5.3 111.9
31 I attend religious services regularly. - Agree - General Attitudes 5,527 427 48.3 5.1 106.4
45 People who are worried about the environment are overreacting. - Agree - General Attitudes 5,401 412 47.2 6.7 140.6
55 I'm more connected to my ethnic heritage than my parents are. - Agree - General Attitudes 5,304 413 46.4 8.4 176.6
63 I can tell my home is clean by the way it smells. (Wave 73 Only) - Agree - General Attitudes 5,183 433 45.3 5.8 121.1
LOOK UP, C’EST EXTRAORDINAIRE: APPENDIX
PREPARED BY OGILVY |PERRIER | TEAM 5 50
Source: MRI 2015 Fall (Waves 72-73)
The Social
Guru:
Fashion
Attitudes
and Roper
Values
Social Guru
Audience(000) Resps %Col %Row Index
Total 11,433 895 100.0 4.8 100.0
32It is important to me to be well-groomed. - Agree -
Fashion & Style Attitudes
10,211 807 89.3 5.3 110.9
27I dress more to please myself than to please others. -
Agree - Fashion & Style Attitudes
9,868 778 86.3 5.0 105.8
8 When buying fashion products, the overall look is
more important than the brand. - Agree - Fashion &
Style Attitudes
9,567 751 83.7 5.5 116.6
2 Comfort is one of the most important factors when
selecting fashion products to purchase. - Agree -
Fashion & Style Attitudes
9,219 742 80.6 4.8 101.5
11I am content with my appearance. - Agree - Fashion &
Style Attitudes
9,123 740 79.8 5.4 113.9
9 When I find a haircut that suits me, I stick with it. -
Agree - Fashion & Style Attitudes
8,392 700 73.4 4.7 98.3
24I'm willing to use the Internet to shop for fashion
products. - Agree - Fashion & Style Attitudes
8,148 642 71.3 6.5 136.5
3 I prefer fashion that is classic and timeless as opposed
to trendy. - Agree - Fashion & Style Attitudes
7,908 634 69.2 4.8 100.4
26I prefer to shop for fashion products on my own,
rather than with friends. - Agree - Fashion & Style
Attitudes
7,893 630 69.0 4.8 101.7
30Maintaining a youthful appearance is important to me.
- Agree - Fashion & Style Attitudes
7,800 624 68.2 5.9 124.2
14I consider my fashion style to be trendy. - Agree -
Fashion & Style Attitudes
7,628 571 66.7 9.3 194.9
17I only spend what I budget on fashion items. - Agree -
Fashion & Style Attitudes
7,413 577 64.8 5.7 119.8
21I am more likely to buy a brand that I know supports a
charity. - Agree - Fashion & Style Attitudes
7,214 552 63.1 6.6 138.8
22You can tell a lot about a person by the clothes they
wear. - Agree - Fashion & Style Attitudes
7,199 571 63.0 6.3 132.3
19I love to mix and match high and low end designers
when putting together an outfit. - Agree - Fashion &
Style Attitudes
7,145 534 62.5 8.1 170.2
1 Being able to customize an item makes me more
willing to purchase it. - Agree - Fashion & Style
Attitudes
6,940 556 60.7 6.0 125.9
16I buy new clothes at the beginning of each season. -
Agree - Fashion & Style Attitudes
6,825 508 59.7 9.8 207.2
5 I am loyal to only a few fashion brands and stick with
them. - Agree - Fashion & Style Attitudes
6,603 503 57.8 5.9 124.6
7 I often spend more money than I expected to on my
fashion purchases. - Agree - Fashion & Style Attitudes
6,573 527 57.5 6.3 132.0
20I'll buy trendy clothes even if they're not the highest
quality. - Agree - Fashion & Style Attitudes
6,441 492 56.3 9.4 198.0
6 I only buy shoes and clothing when I have to replace
something. - Agree - Fashion & Style Attitudes
6,414 540 56.1 4.2 89.3
18I often try different ways to style my hair. - Agree -
Fashion & Style Attitudes
6,403 473 56.0 8.1 169.4
15I often use natural or organic beauty products. - Agree
- Fashion & Style Attitudes
6,398 480 56.0 7.8 165.1
10I follow a strict skin-care routine. - Agree - Fashion &
Style Attitudes
6,311 484 55.2 5.9 124.6
25I generally wear sunscreen. - Agree - Fashion & Style
Attitudes
6,082 480 53.2 5.2 110.4
31I judge others by how put together they look. - Agree
- Fashion & Style Attitudes
5,749 460 50.3 7.1 149.6
29When I smell a perfume or cologne sample that I like
in a magazine, I will purchase it. - Agree - Fashion &
Style Attitudes
5,705 436 49.9 7.5 157.4
23Clothes made by fashion designers are more
appealing. - Agree - Fashion & Style Attitudes
5,552 429 48.6 8.5 178.3
28I would consider having a cosmetic surgery or
procedure to improve my appearance. - Agree -
Fashion & Style Attitudes
4,776 368 41.8 6.9 145.2
4 I rely on magazines to keep me up to date on fashion.
- Agree - Fashion & Style Attitudes
4,495 349 39.3 6.8 142.4
12I must admit I wear designer brands partially to
impress other people. - Agree - Fashion & Style
Attitudes
4,200 330 36.7 9.4 198.1
13When a celebrity designs a product, I am more likely
to buy it. - Agree - Fashion & Style Attitudes
4,047 279 35.4 10.9 228.4
Social Guru
Audience(000) Resps %Col %Row Index
Total 11,433 895 100.0 4.8 100.0
31 Authenticity: Being true to myself - Very Important - Values Source Questions 10,665 844 93.3 4.9 103.6
40 Working hard: Always giving my best effort - Very Important - Values Source Questions 10,602 835 92.7 4.9 104.0
17 Having fun: Having a good time - Very Important - Values Source Questions 10,591 833 92.6 5.3 111.6
11 Protecting the family: Having safety for loved ones - Very Important - Values Source
Questions
10,557 829 92.3 4.8 101.9
16 Enjoying life: Doing things because I like them - Very Important - Values Source
Questions
10,515 832 92.0 4.9 103.8
8 Freedom: Having freedom of action and thought - Very Important - Values Source
Questions
10,502 830 91.9 5.0 104.3
32 Self-reliance: Being self reliant, choosing my own goals - Very Important - Values Source
Questions
10,437 822 91.3 5.0 104.3
14 Stable personal relationships: Maintaining a long-term commitment to friends and loved
ones - Very Important - Values Source Questions
10,403 835 91.0 4.8 101.3
4 Honesty: Being sincere, having integrity - Very Important - Values Source Questions 10,395 819 90.9 4.8 101.5
37 Knowledge: Being well educated - Very Important - Values Source Questions 10,385 826 90.8 5.4 114.5
9 Curiosity: Wanting to explore and learn about new things - Very Important - Values
Source Questions
10,356 822 90.6 5.6 117.7
25 Learning: Continuing to learn throughout my life - Very Important - Values Source
Questions
10,352 817 90.5 4.9 103.9
27 Friendship: Having close, supportive friends - Very Important - Values Source Questions 10,328 814 90.3 5.1 107.2
26 Helpfulness: Making the effort to assist others - Very Important - Values Source
Questions
10,270 813 89.8 4.9 103.0
29 Open-mindedness: Being broad-minded - Very Important - Values Source Questions 10,105 792 88.4 5.6 117.7
13 Equality: Desiring equal opportunity for all - Very Important - Values Source Questions 10,067 795 88.1 5.2 108.5
19 Sex: Achieving a fulfilling sexual life - Very Important - Values Source Questions 9,961 786 87.1 6.3 132.5
30 Social tolerance: Respecting ethnic, religious, and racial differences - Very Important -
Values Source Questions
9,906 797 86.6 5.1 106.7
7 Creativity: Being creative, imaginative - Very Important - Values Source Questions 9,889 793 86.5 5.9 124.2
3 Ambition: Aspiring to get ahead - Very Important - Values Source Questions 9,813 781 85.8 6.9 146.0
21 Duty: Fulfilling obligations to family, community and country - Very Important - Values
Source Questions
9,807 780 85.8 4.9 103.0
15 Romance: Having romance in my life - Very Important - Values Source Questions 9,732 793 85.1 5.3 112.2
41 Modesty: Being modest, self-effacing - Very Important - Values Source Questions 9,677 763 84.6 5.2 110.3
35 Excitement: Having stimulating experiences - Very Important - Values Source Questions 9,661 788 84.5 6.1 128.4
42 Thrift: Being economical or careful with money and avoiding excesses - Very Important -
Values Source Questions
9,534 750 83.4 5.0 104.9
22 Respecting ancestors: Showing respect to those who came before us - Very Important -
Values Source Questions
9,488 760 83.0 4.9 102.9
18 Adventure: Seeking adventure and risk - Very Important - Values Source Questions 9,333 751 81.6 7.7 162.9
34 Being youthful: Feeling young - Very Important - Values Source Questions 9,306 730 81.4 5.7 120.2
38 Simplicity: Keeping your life and mind as uncluttered as possible - Very Important -
Values Source Questions
9,258 722 81.0 5.1 108.1
6 Preserving the environment: Helping to preserve nature - Very Important - Values
Source Questions
8,924 722 78.1 5.5 116.1
12 Social responsibility: Working for the welfare of society - Very Important - Values Source
Questions
8,710 714 76.2 5.5 115.2
20 Looking good: Seeking the utmost attractive appearance - Very Important - Values
Source Questions
8,553 697 74.8 6.6 139.4
33 Tradition: Preserving time-honored customs - Very Important - Values Source Questions 8,422 665 73.7 5.1 107.1
10 Public image: Protecting my reputation, saving face - Very Important - Values Source
Questions
8,282 664 72.4 5.4 114.1
5 Being in tune with nature: Fitting into nature - Very Important - Values Source
Questions
8,044 651 70.4 5.7 119.3
24 Faith: Holding to religious faith and belief - Very Important - Values Source Questions 7,421 590 64.9 4.5 95.0
39 Cultural purity: Keeping my culture free from outside influences - Very Important -
Values Source Questions
6,650 515 58.2 5.6 118.8
36 Self-interest: Putting my interest ahead of others' - Very Important - Values Source
Questions
6,542 520 57.2 8.1 171.0
1 Wealth: Having material possessions, a lot of money - Very Important - Values Source
Questions
6,356 497 55.6 7.4 155.6
28 Power: Having control over people and resources - Very Important - Values Source
Questions
6,223 507 54.4 9.0 189.3
23 Traditional gender roles: Following traditional roles for men and women - Very
Important - Values Source Questions
5,983 472 52.3 4.9 102.8
2 Status: Achieving a higher social status - Very Important - Values Source Questions 5,061 430 44.3 9.3 195.4
LOOK UP, C’EST EXTRAORDINAIRE: APPENDIX
Source: MRI 2015 Fall (Waves 72-73)
The Social
Guru:
Fashion
Attitudes
and Roper
Values
Social Guru
Audience(000) Resps %Col %Row Index
Total 11,433 895 100.0 4.8 100.0
32It is important to me to be well-groomed. - Agree -
Fashion & Style Attitudes
10,211 807 89.3 5.3 110.9
27I dress more to please myself than to please others. -
Agree - Fashion & Style Attitudes
9,868 778 86.3 5.0 105.8
8 When buying fashion products, the overall look is
more important than the brand. - Agree - Fashion &
Style Attitudes
9,567 751 83.7 5.5 116.6
2 Comfort is one of the most important factors when
selecting fashion products to purchase. - Agree -
Fashion & Style Attitudes
9,219 742 80.6 4.8 101.5
11I am content with my appearance. - Agree - Fashion &
Style Attitudes
9,123 740 79.8 5.4 113.9
9 When I find a haircut that suits me, I stick with it. -
Agree - Fashion & Style Attitudes
8,392 700 73.4 4.7 98.3
24I'm willing to use the Internet to shop for fashion
products. - Agree - Fashion & Style Attitudes
8,148 642 71.3 6.5 136.5
3 I prefer fashion that is classic and timeless as opposed
to trendy. - Agree - Fashion & Style Attitudes
7,908 634 69.2 4.8 100.4
26I prefer to shop for fashion products on my own,
rather than with friends. - Agree - Fashion & Style
Attitudes
7,893 630 69.0 4.8 101.7
30Maintaining a youthful appearance is important to me.
- Agree - Fashion & Style Attitudes
7,800 624 68.2 5.9 124.2
14I consider my fashion style to be trendy. - Agree -
Fashion & Style Attitudes
7,628 571 66.7 9.3 194.9
17I only spend what I budget on fashion items. - Agree -
Fashion & Style Attitudes
7,413 577 64.8 5.7 119.8
21I am more likely to buy a brand that I know supports a
charity. - Agree - Fashion & Style Attitudes
7,214 552 63.1 6.6 138.8
22You can tell a lot about a person by the clothes they
wear. - Agree - Fashion & Style Attitudes
7,199 571 63.0 6.3 132.3
19I love to mix and match high and low end designers
when putting together an outfit. - Agree - Fashion &
Style Attitudes
7,145 534 62.5 8.1 170.2
1 Being able to customize an item makes me more
willing to purchase it. - Agree - Fashion & Style
Attitudes
6,940 556 60.7 6.0 125.9
16I buy new clothes at the beginning of each season. -
Agree - Fashion & Style Attitudes
6,825 508 59.7 9.8 207.2
5 I am loyal to only a few fashion brands and stick with
them. - Agree - Fashion & Style Attitudes
6,603 503 57.8 5.9 124.6
7 I often spend more money than I expected to on my
fashion purchases. - Agree - Fashion & Style Attitudes
6,573 527 57.5 6.3 132.0
20I'll buy trendy clothes even if they're not the highest
quality. - Agree - Fashion & Style Attitudes
6,441 492 56.3 9.4 198.0
6 I only buy shoes and clothing when I have to replace
something. - Agree - Fashion & Style Attitudes
6,414 540 56.1 4.2 89.3
18I often try different ways to style my hair. - Agree -
Fashion & Style Attitudes
6,403 473 56.0 8.1 169.4
15I often use natural or organic beauty products. - Agree
- Fashion & Style Attitudes
6,398 480 56.0 7.8 165.1
10I follow a strict skin-care routine. - Agree - Fashion &
Style Attitudes
6,311 484 55.2 5.9 124.6
25I generally wear sunscreen. - Agree - Fashion & Style
Attitudes
6,082 480 53.2 5.2 110.4
31I judge others by how put together they look. - Agree
- Fashion & Style Attitudes
5,749 460 50.3 7.1 149.6
29When I smell a perfume or cologne sample that I like
in a magazine, I will purchase it. - Agree - Fashion &
Style Attitudes
5,705 436 49.9 7.5 157.4
23Clothes made by fashion designers are more
appealing. - Agree - Fashion & Style Attitudes
5,552 429 48.6 8.5 178.3
28I would consider having a cosmetic surgery or
procedure to improve my appearance. - Agree -
Fashion & Style Attitudes
4,776 368 41.8 6.9 145.2
4 I rely on magazines to keep me up to date on fashion.
- Agree - Fashion & Style Attitudes
4,495 349 39.3 6.8 142.4
12I must admit I wear designer brands partially to
impress other people. - Agree - Fashion & Style
Attitudes
4,200 330 36.7 9.4 198.1
13When a celebrity designs a product, I am more likely
to buy it. - Agree - Fashion & Style Attitudes
4,047 279 35.4 10.9 228.4
Social Guru
Audience(000) Resps %Col %Row Index
Total 11,433 895 100.0 4.8 100.0
31 Authenticity: Being true to myself - Very Important - Values Source Questions 10,665 844 93.3 4.9 103.6
40 Working hard: Always giving my best effort - Very Important - Values Source Questions 10,602 835 92.7 4.9 104.0
17 Having fun: Having a good time - Very Important - Values Source Questions 10,591 833 92.6 5.3 111.6
11 Protecting the family: Having safety for loved ones - Very Important - Values Source
Questions
10,557 829 92.3 4.8 101.9
16 Enjoying life: Doing things because I like them - Very Important - Values Source
Questions
10,515 832 92.0 4.9 103.8
8 Freedom: Having freedom of action and thought - Very Important - Values Source
Questions
10,502 830 91.9 5.0 104.3
32 Self-reliance: Being self reliant, choosing my own goals - Very Important - Values Source
Questions
10,437 822 91.3 5.0 104.3
14 Stable personal relationships: Maintaining a long-term commitment to friends and loved
ones - Very Important - Values Source Questions
10,403 835 91.0 4.8 101.3
4 Honesty: Being sincere, having integrity - Very Important - Values Source Questions 10,395 819 90.9 4.8 101.5
37 Knowledge: Being well educated - Very Important - Values Source Questions 10,385 826 90.8 5.4 114.5
9 Curiosity: Wanting to explore and learn about new things - Very Important - Values
Source Questions
10,356 822 90.6 5.6 117.7
25 Learning: Continuing to learn throughout my life - Very Important - Values Source
Questions
10,352 817 90.5 4.9 103.9
27 Friendship: Having close, supportive friends - Very Important - Values Source Questions 10,328 814 90.3 5.1 107.2
26 Helpfulness: Making the effort to assist others - Very Important - Values Source
Questions
10,270 813 89.8 4.9 103.0
29 Open-mindedness: Being broad-minded - Very Important - Values Source Questions 10,105 792 88.4 5.6 117.7
13 Equality: Desiring equal opportunity for all - Very Important - Values Source Questions 10,067 795 88.1 5.2 108.5
19 Sex: Achieving a fulfilling sexual life - Very Important - Values Source Questions 9,961 786 87.1 6.3 132.5
30 Social tolerance: Respecting ethnic, religious, and racial differences - Very Important -
Values Source Questions
9,906 797 86.6 5.1 106.7
7 Creativity: Being creative, imaginative - Very Important - Values Source Questions 9,889 793 86.5 5.9 124.2
3 Ambition: Aspiring to get ahead - Very Important - Values Source Questions 9,813 781 85.8 6.9 146.0
21 Duty: Fulfilling obligations to family, community and country - Very Important - Values
Source Questions
9,807 780 85.8 4.9 103.0
15 Romance: Having romance in my life - Very Important - Values Source Questions 9,732 793 85.1 5.3 112.2
41 Modesty: Being modest, self-effacing - Very Important - Values Source Questions 9,677 763 84.6 5.2 110.3
35 Excitement: Having stimulating experiences - Very Important - Values Source Questions 9,661 788 84.5 6.1 128.4
42 Thrift: Being economical or careful with money and avoiding excesses - Very Important -
Values Source Questions
9,534 750 83.4 5.0 104.9
22 Respecting ancestors: Showing respect to those who came before us - Very Important -
Values Source Questions
9,488 760 83.0 4.9 102.9
18 Adventure: Seeking adventure and risk - Very Important - Values Source Questions 9,333 751 81.6 7.7 162.9
34 Being youthful: Feeling young - Very Important - Values Source Questions 9,306 730 81.4 5.7 120.2
38 Simplicity: Keeping your life and mind as uncluttered as possible - Very Important -
Values Source Questions
9,258 722 81.0 5.1 108.1
6 Preserving the environment: Helping to preserve nature - Very Important - Values
Source Questions
8,924 722 78.1 5.5 116.1
12 Social responsibility: Working for the welfare of society - Very Important - Values Source
Questions
8,710 714 76.2 5.5 115.2
20 Looking good: Seeking the utmost attractive appearance - Very Important - Values
Source Questions
8,553 697 74.8 6.6 139.4
33 Tradition: Preserving time-honored customs - Very Important - Values Source Questions 8,422 665 73.7 5.1 107.1
10 Public image: Protecting my reputation, saving face - Very Important - Values Source
Questions
8,282 664 72.4 5.4 114.1
5 Being in tune with nature: Fitting into nature - Very Important - Values Source
Questions
8,044 651 70.4 5.7 119.3
24 Faith: Holding to religious faith and belief - Very Important - Values Source Questions 7,421 590 64.9 4.5 95.0
39 Cultural purity: Keeping my culture free from outside influences - Very Important -
Values Source Questions
6,650 515 58.2 5.6 118.8
36 Self-interest: Putting my interest ahead of others' - Very Important - Values Source
Questions
6,542 520 57.2 8.1 171.0
1 Wealth: Having material possessions, a lot of money - Very Important - Values Source
Questions
6,356 497 55.6 7.4 155.6
28 Power: Having control over people and resources - Very Important - Values Source
Questions
6,223 507 54.4 9.0 189.3
23 Traditional gender roles: Following traditional roles for men and women - Very
Important - Values Source Questions
5,983 472 52.3 4.9 102.8
2 Status: Achieving a higher social status - Very Important - Values Source Questions 5,061 430 44.3 9.3 195.4
LOOK UP, C’EST EXTRAORDINAIRE: APPENDIX
PREPARED BY OGILVY |PERRIER | TEAM 5 51
Source: MRI 2015 Fall (Waves 72-73)
The Social Guru: Leisure Activities and Social Media Usage
Social Guru
Audience(000) Resps %Col %Row Index
Total 11,433 895 100.0 4.8 100.0
13 Participated in last 12 months - Leisure Activities - Entertain friends or relatives at home 4,578 364 40.0 5.1 107.2
4 Participated in last 12 months - Leisure Activities - Attend other music performances 2,036 159 17.8 8.1 169.5
2 Participated in last 12 months - Leisure Activities - Attend rock music performances 1,562 122 13.7 7.2 151.1
11 2-3 times a month - Leisure Activities - Dining out 1,410 102 12.3 4.9 103.6
10 Once a week - Leisure Activities - Dining out 1,170 107 10.2 5.0 105.3
1 Participated in last 12 months - Leisure Activities - Attend country music performances 934 73 8.2 6.4 135.5
9 2+ times a week - Leisure Activities - Dining out 858 78 7.5 4.5 95.5
8 Once a month - Leisure Activities - Go to bars/night clubs 615 63 5.4 8.4 177.7
14 Once a month - Leisure Activities - Entertain friends or relatives at home 615 56 5.4 3.2 68.0
7 2-3 times a month - Leisure Activities - Go to bars/night clubs 591 60 5.2 10.3 217.5
12 Once a month - Leisure Activities - Dining out 515 39 4.5 3.5 73.8
5 Once a week - Leisure Activities - Go to bars/night clubs 500 36 4.4 12.1 254.5
3 Participated in last 12 months - Leisure Activities - Attend classical music/opera performances 237 33 2.1 2.9 60.7
15 Once a month - Leisure Activities - Cooking for fun 213 15 1.9 4.9 102.3
6 2+ times a week - Leisure Activities - Go to bars/night clubs 171 16 1.5 6.5 136.2
Social Guru
Audience(000) Resps %Col %Row Index
Total 11,433 895 100.0 4.8 100.0
6 Yes - Personally Have A Smartphone 10,784 857 94.3 6.0 127.2
1 Facebook.com - Socializing/Networking/Photos: Websites visited in the last 30 days 9,323 743 81.5 6.4 134.5
4 YouTube.com - Socializing/Networking/Photos: Websites visited in the last 30 days 9,046 695 79.1 7.3 152.6
5 Facebook - Instant Messenger (IM) used in the last 30 days 7,562 594 66.1 7.0 146.3
2 Instagram - Socializing/Networking/Photos: Websites visited in the last 30 days 6,821 522 59.7 13.6 286.0
3 Twitter.com - Socializing/Networking/Photos: Websites visited in the last 30 days 3,201 246 28.0 10.2 214.9
LOOK UP, C’EST EXTRAORDINAIRE: APPENDIX
Source: MRI 2015 Fall (Waves 72-73)
The Social Guru: Leisure Activities and Social Media Usage
Social Guru
Audience(000) Resps %Col %Row Index
Total 11,433 895 100.0 4.8 100.0
13 Participated in last 12 months - Leisure Activities - Entertain friends or relatives at home 4,578 364 40.0 5.1 107.2
4 Participated in last 12 months - Leisure Activities - Attend other music performances 2,036 159 17.8 8.1 169.5
2 Participated in last 12 months - Leisure Activities - Attend rock music performances 1,562 122 13.7 7.2 151.1
11 2-3 times a month - Leisure Activities - Dining out 1,410 102 12.3 4.9 103.6
10 Once a week - Leisure Activities - Dining out 1,170 107 10.2 5.0 105.3
1 Participated in last 12 months - Leisure Activities - Attend country music performances 934 73 8.2 6.4 135.5
9 2+ times a week - Leisure Activities - Dining out 858 78 7.5 4.5 95.5
8 Once a month - Leisure Activities - Go to bars/night clubs 615 63 5.4 8.4 177.7
14 Once a month - Leisure Activities - Entertain friends or relatives at home 615 56 5.4 3.2 68.0
7 2-3 times a month - Leisure Activities - Go to bars/night clubs 591 60 5.2 10.3 217.5
12 Once a month - Leisure Activities - Dining out 515 39 4.5 3.5 73.8
5 Once a week - Leisure Activities - Go to bars/night clubs 500 36 4.4 12.1 254.5
3 Participated in last 12 months - Leisure Activities - Attend classical music/opera performances 237 33 2.1 2.9 60.7
15 Once a month - Leisure Activities - Cooking for fun 213 15 1.9 4.9 102.3
6 2+ times a week - Leisure Activities - Go to bars/night clubs 171 16 1.5 6.5 136.2
Social Guru
Audience(000) Resps %Col %Row Index
Total 11,433 895 100.0 4.8 100.0
6 Yes - Personally Have A Smartphone 10,784 857 94.3 6.0 127.2
1 Facebook.com - Socializing/Networking/Photos: Websites visited in the last 30 days 9,323 743 81.5 6.4 134.5
4 YouTube.com - Socializing/Networking/Photos: Websites visited in the last 30 days 9,046 695 79.1 7.3 152.6
5 Facebook - Instant Messenger (IM) used in the last 30 days 7,562 594 66.1 7.0 146.3
2 Instagram - Socializing/Networking/Photos: Websites visited in the last 30 days 6,821 522 59.7 13.6 286.0
3 Twitter.com - Socializing/Networking/Photos: Websites visited in the last 30 days 3,201 246 28.0 10.2 214.9
LOOK UP, C’EST EXTRAORDINAIRE: APPENDIX
PREPARED BY OGILVY |PERRIER | TEAM 5 52
LOOK UP, C’EST EXTRAORDINAIRE: APPENDIX
“Millennials: Profiling the Demographics, Attitudes, and Digital Behaviors of Millennials”
Source: Global Web Index Audience Report, Q1 2016
LOOK UP, C’EST EXTRAORDINAIRE: APPENDIX
“Millennials: Profiling the Demographics, Attitudes, and Digital Behaviors of Millennials”
Source: Global Web Index Audience Report, Q1 2016
PREPARED BY OGILVY |PERRIER | TEAM 5 53
Millennials and Digital Usage
Half of US Internet Users Want to
Unplug on Vacation
Jul 11, 2016
But most also end up connecting during at least some
time off
US internet users are equally divided in their intentions to be plugged in or
unplugged to the web while on vacation. Yet, according to research, most
ultimately do connect to the internet regardless of gender or age.
In March 2016, Intel (http://www.intel.com/content/www/us/en/homepage.html),
along with MSI International (http://www.msimsi.com), surveyed 1,504 internet
users ages 21 to 54 in the US about their internet habits while on holiday.
Respondents were evenly split when asked if they had gone on vacation with the
intention of being offline at some point in the past year. A disparity did exist
when looking at gender: More than half (57%) of men said they did plan to be
disconnected, compared to 44% of women.
And more interestingly, when looking at age, the older the internet user, the less
likely they were to have anticipated on unplugging while away from home. More
than threefifths of those ages 51 to 54 said they had not considered any
unplugged vacationing, compared to 44% of millennials ages 21 to 30.
Ultimately, the Intel research uncovered that most people (84%), regardless of
gender or age, do end up connecting to the internet at some point while on
vacation—though not necessarily the same vacation they planned to be
unplugged.
Vacationing or not, growth in overall time spent with digital media is gradually
slowing (Article.aspx?R=1014042&ecid=MX1086), perhaps due in part to both a
nearing saturation point and media multitasking. eMarketer estimates that, from
“In 2015, millennials reported spending on
average 3.05 hours per day on mobile
devices. On top of that, millennials spend
another 4.19 hours per day online via PC/
tablet/laptop device. This adds up to a total
of 7.25 hours per day spent connected via
digital devices, without counting TV and
gaming.”
GWI, “Millennials,” Q1 2016
LOOK UP, C’EST EXTRAORDINAIRE: APPENDIX
Source: eMarketer, “Half of US Internet Users Want to Unplug on Vacation,” July 11, 2016
Millennials and Digital Usage
Half of US Internet Users Want to
Unplug on Vacation
Jul 11, 2016
But most also end up connecting during at least some
time off
US internet users are equally divided in their intentions to be plugged in or
unplugged to the web while on vacation. Yet, according to research, most
ultimately do connect to the internet regardless of gender or age.
In March 2016, Intel (http://www.intel.com/content/www/us/en/homepage.html),
along with MSI International (http://www.msimsi.com), surveyed 1,504 internet
users ages 21 to 54 in the US about their internet habits while on holiday.
Respondents were evenly split when asked if they had gone on vacation with the
intention of being offline at some point in the past year. A disparity did exist
when looking at gender: More than half (57%) of men said they did plan to be
disconnected, compared to 44% of women.
And more interestingly, when looking at age, the older the internet user, the less
likely they were to have anticipated on unplugging while away from home. More
than threefifths of those ages 51 to 54 said they had not considered any
unplugged vacationing, compared to 44% of millennials ages 21 to 30.
Ultimately, the Intel research uncovered that most people (84%), regardless of
gender or age, do end up connecting to the internet at some point while on
vacation—though not necessarily the same vacation they planned to be
unplugged.
Vacationing or not, growth in overall time spent with digital media is gradually
slowing (Article.aspx?R=1014042&ecid=MX1086), perhaps due in part to both a
nearing saturation point and media multitasking. eMarketer estimates that, from
“In 2015, millennials reported spending on
average 3.05 hours per day on mobile
devices. On top of that, millennials spend
another 4.19 hours per day online via PC/
tablet/laptop device. This adds up to a total
of 7.25 hours per day spent connected via
digital devices, without counting TV and
gaming.”
GWI, “Millennials,” Q1 2016
LOOK UP, C’EST EXTRAORDINAIRE: APPENDIX
Source: eMarketer, “Half of US Internet Users Want to Unplug on Vacation,” July 11, 2016
PREPARED BY OGILVY |PERRIER | TEAM 5 54
LOOK UP, C’EST EXTRAORDINAIRE: APPENDIX
Source: The Future’s Company, Millennials Download, 2015
• Despite recent economic turmoil, most Millennials—
having grown up during a time of unprecedented
prosperity and raised with a sense that anything is
possible—maintain a sense of optimism and energy,
one that requires marketers speak to them with a
similar buoyancy and can-do attitude. [The Futures
Company, page 42]
o 75% of millennials (and 50% of the rest of the
population) agree that “I am more open to taking
new chances now than I have been in the past.”
• Rebutting the Boomer-led era of conspicuous
consumption, Millennials place greater value on
acquiring meaningful experiences than on the
acquisition of material things. Not only are Millennials
actively avoiding the accumulation of such things, but
are in fact looking to further declutter their lives.
o 76% of millennials (and 63% of the rest of the
population) agree that satisfying your hunger for
new experiences is important in your personal life.
o 66% of millennials (and 58% of the rest of the
population) agree that “I have a great need to get
rid of some of the non-essentials in my life.”
LOOK UP, C’EST EXTRAORDINAIRE: APPENDIX
Source: The Future’s Company, Millennials Download, 2015
• Despite recent economic turmoil, most Millennials—
having grown up during a time of unprecedented
prosperity and raised with a sense that anything is
possible—maintain a sense of optimism and energy,
one that requires marketers speak to them with a
similar buoyancy and can-do attitude. [The Futures
Company, page 42]
o 75% of millennials (and 50% of the rest of the
population) agree that “I am more open to taking
new chances now than I have been in the past.”
• Rebutting the Boomer-led era of conspicuous
consumption, Millennials place greater value on
acquiring meaningful experiences than on the
acquisition of material things. Not only are Millennials
actively avoiding the accumulation of such things, but
are in fact looking to further declutter their lives.
o 76% of millennials (and 63% of the rest of the
population) agree that satisfying your hunger for
new experiences is important in your personal life.
o 66% of millennials (and 58% of the rest of the
population) agree that “I have a great need to get
rid of some of the non-essentials in my life.”
PREPARED BY OGILVY |PERRIER | TEAM 5 55
LOOK UP, C’EST EXTRAORDINAIRE: APPENDIX
• Rebutting the Boomer-led era of conspicuous consumption, Millennials place greater value on acquiring meaningful experiences than on the
acquisition of material things. Not only are Millennials actively avoiding the accumulation of such things, but are in fact looking to further
declutter their lives. [The Futures Company, page 7]
o 76% of millennials (and 63% of the rest of the population) agree that satisfying your hunger for new experiences is important in your
personal life.
o 66% of millennials (and 58% of the rest of the population) agree that “I have a great need to get rid of some of the non-essentials in my life.”
• Millennials want and expect relationships with brands. They are brand-centric and believe that their choices in the marketplace say something to
the world about who they are as people—in other words, they see brands more as a mirror and less as a badge like prior generations. Brands then
have an imperative to stand for those things that matter most to Millennials. [The Futures Company, page 37]
o 59% of millennials (and 41% of the rest of the population) agree that “the brands you buy tell a lot about the type of person you are.”
o 76% of millennials (and 67% of the rest of the population) agree that “more brands should take a stand on important social issues.”
• Despite recent economic turmoil, most Millennials—having grown up during a time of unprecedented prosperity and raised with a sense that
anything is possible—maintain a sense of optimism and energy, one that requires marketers speak to them with a similar buoyancy and can-
do attitude. [The Futures Company, page 42]
o 75% of millennials (and 50% of the rest of the population) agree that “I am more open to taking new chances now than I have been in the
past.”
Source: The Future’s Company, Millennials Download, 2015
Millennials Monitor Download
LOOK UP, C’EST EXTRAORDINAIRE: APPENDIX
• Rebutting the Boomer-led era of conspicuous consumption, Millennials place greater value on acquiring meaningful experiences than on the
acquisition of material things. Not only are Millennials actively avoiding the accumulation of such things, but are in fact looking to further
declutter their lives. [The Futures Company, page 7]
o 76% of millennials (and 63% of the rest of the population) agree that satisfying your hunger for new experiences is important in your
personal life.
o 66% of millennials (and 58% of the rest of the population) agree that “I have a great need to get rid of some of the non-essentials in my life.”
• Millennials want and expect relationships with brands. They are brand-centric and believe that their choices in the marketplace say something to
the world about who they are as people—in other words, they see brands more as a mirror and less as a badge like prior generations. Brands then
have an imperative to stand for those things that matter most to Millennials. [The Futures Company, page 37]
o 59% of millennials (and 41% of the rest of the population) agree that “the brands you buy tell a lot about the type of person you are.”
o 76% of millennials (and 67% of the rest of the population) agree that “more brands should take a stand on important social issues.”
• Despite recent economic turmoil, most Millennials—having grown up during a time of unprecedented prosperity and raised with a sense that
anything is possible—maintain a sense of optimism and energy, one that requires marketers speak to them with a similar buoyancy and can-
do attitude. [The Futures Company, page 42]
o 75% of millennials (and 50% of the rest of the population) agree that “I am more open to taking new chances now than I have been in the
past.”
Source: The Future’s Company, Millennials Download, 2015
Millennials Monitor Download
PREPARED BY OGILVY |PERRIER | TEAM 5 56
LOOK UP, C’EST EXTRAORDINAIRE: APPENDIX
Millennials and Brand Relationships
Source: GfK, Global Need-to-Know Reports, The Millennial Generation, 2015
LOOK UP, C’EST EXTRAORDINAIRE: APPENDIX
Millennials and Brand Relationships
Source: GfK, Global Need-to-Know Reports, The Millennial Generation, 2015
PREPARED BY OGILVY |PERRIER | TEAM 5 57
Perrier Brand Character ZPrepared by Powered by
Page 12
What is our Brand Character comprised of?
01 Our Category
USA Water 2014
Character Dynamics
Different
+20
Assertive
+18
Arrogant
+17
Sexy
+14
Idealistic
+9
Rebellious
+8
Desirable
+7
Wise
+4
Creative
+4
Adventurous
+3
In control
+1
Brave
0
Dishonest
-2
Uncaring
-2
Straightforward
-4
Generous
-5
Fun
-6
Hasty
-6
Innocent
-8
Caring
-9
Playful
-10
Trustworthy
-11
Kind
-13
Friendly
-19
LOOK UP, C’EST EXTRAORDINAIRE: APPENDIX
Source: BrandZ, CharacterZ Perrier, June 2016
Perrier Brand Character ZPrepared by Powered by
Page 12
What is our Brand Character comprised of?
01 Our Category
USA Water 2014
Character Dynamics
Different
+20
Assertive
+18
Arrogant
+17
Sexy
+14
Idealistic
+9
Rebellious
+8
Desirable
+7
Wise
+4
Creative
+4
Adventurous
+3
In control
+1
Brave
0
Dishonest
-2
Uncaring
-2
Straightforward
-4
Generous
-5
Fun
-6
Hasty
-6
Innocent
-8
Caring
-9
Playful
-10
Trustworthy
-11
Kind
-13
Friendly
-19
LOOK UP, C’EST EXTRAORDINAIRE: APPENDIX
Source: BrandZ, CharacterZ Perrier, June 2016
PREPARED BY OGILVY |PERRIER | TEAM 5 58
Prepared by Powered by
Page 15
How well de!ned is our Brand Character?
= Category average (100)
01 Our Category
USA Perrier 2014
Character Clarity
173
62
Poland Spring
Lowest
173
Highest
Prepared by Powered by
Page 16
How consistent is our Brand Character over time?
Over the last !ve studies in USA
01 Our Category
USA Water 2014
Character Consistency
2008
King
177
Clarity Score
2009
Seductress
154
Clarity Score
2010
King
139
Clarity Score
2012
King
147
Clarity Score
2014
Dreamer
173
Clarity Score
Prepared by Powered by
Page 11
01 Our Category
USA Water 2014
Brand Characters
Present in Category
Absent from Category
Maiden
Innocent
Kind
Dreamer
Idealistic
Different
Creative
Wise
Wise
Trust wor thy
Friend
Friendly
Straightforward
Hero
Adventurous
Brave
Joker
Fun
Playful
King
In Control
Assertive
Mother
Generous
Caring
Nestlé Pure
Life
EvianSparkling IceOzarkaAqua?na
Arrowhead
Dasani
Deer Park
Poland Spring
Fiji
Glacéau
Smartwater
Perrier
Crystal Geyser
Dannon
Ice Mountain
Sparkletts
Perrier
Brand
Character Z
LOOK UP, C’EST EXTRAORDINAIRE: APPENDIX
Prepared by Powered by
Page 15
How well de!ned is our Brand Character?
= Category average (100)
01 Our Category
USA Perrier 2014
Character Clarity
173
62
Poland Spring
Lowest
173
Highest
Source: BrandZ, CharacterZ Perrier, June 2016
Prepared by Powered by
Page 15
How well de!ned is our Brand Character?
= Category average (100)
01 Our Category
USA Perrier 2014
Character Clarity
173
62
Poland Spring
Lowest
173
Highest
Prepared by Powered by
Page 16
How consistent is our Brand Character over time?
Over the last !ve studies in USA
01 Our Category
USA Water 2014
Character Consistency
2008
King
177
Clarity Score
2009
Seductress
154
Clarity Score
2010
King
139
Clarity Score
2012
King
147
Clarity Score
2014
Dreamer
173
Clarity Score
Prepared by Powered by
Page 11
01 Our Category
USA Water 2014
Brand Characters
Present in Category
Absent from Category
Maiden
Innocent
Kind
Dreamer
Idealistic
Different
Creative
Wise
Wise
Trust wor thy
Friend
Friendly
Straightforward
Hero
Adventurous
Brave
Joker
Fun
Playful
King
In Control
Assertive
Mother
Generous
Caring
Nestlé Pure
Life
EvianSparkling IceOzarkaAqua?na
Arrowhead
Dasani
Deer Park
Poland Spring
Fiji
Glacéau
Smartwater
Perrier
Crystal Geyser
Dannon
Ice Mountain
Sparkletts
Perrier
Brand
Character Z
LOOK UP, C’EST EXTRAORDINAIRE: APPENDIX
Prepared by Powered by
Page 15
How well de!ned is our Brand Character?
= Category average (100)
01 Our Category
USA Perrier 2014
Character Clarity
173
62
Poland Spring
Lowest
173
Highest
Source: BrandZ, CharacterZ Perrier, June 2016
PREPARED BY OGILVY |PERRIER | TEAM 5 59
Audience(000) Resps %Col %Row Index
Total 72,848 5,985 100.0 30.3 100.0
Perrier - Bottled Water & Seltzer -
Brands - All Users
1,459 144 2.0 33.2 109.6
S.Pellegrino - Bottled Water &
Seltzer - Brands - All Users
1,607 151 2.2 32.4 107.1
La Croix - Bottled Water & Seltzer
- Brands - All Users
1,371 128 1.9 34.3 113.3
Schweppes Seltzer - Bottled
Water & Seltzer - Brands - All
Users
489 52 0.7 22.9 75.7
Vintage Seltzer - Bottled Water &
Seltzer - Brands - All Users
504 38 0.7 26.2 86.4
Source: MRI 2015 Fall (Waves 72-73)
Millennials and Preferred
Sparkling Water Brand
LOOK UP, C’EST EXTRAORDINAIRE: APPENDIX
Audience(000) Resps %Col %Row Index
Total 72,848 5,985 100.0 30.3 100.0
Perrier - Bottled Water & Seltzer -
Brands - All Users
1,459 144 2.0 33.2 109.6
S.Pellegrino - Bottled Water &
Seltzer - Brands - All Users
1,607 151 2.2 32.4 107.1
La Croix - Bottled Water & Seltzer
- Brands - All Users
1,371 128 1.9 34.3 113.3
Schweppes Seltzer - Bottled
Water & Seltzer - Brands - All
Users
489 52 0.7 22.9 75.7
Vintage Seltzer - Bottled Water &
Seltzer - Brands - All Users
504 38 0.7 26.2 86.4
Source: MRI 2015 Fall (Waves 72-73)
Millennials and Preferred
Sparkling Water Brand
LOOK UP, C’EST EXTRAORDINAIRE: APPENDIX
PREPARED BY OGILVY |PERRIER | TEAM 5 60
Newcomer Established
Affordable
Luxurious
Competitive Landscape
LOOK UP, C’EST EXTRAORDINAIRE: APPENDIX
Newcomer Established
Affordable
Luxurious
Competitive Landscape
LOOK UP, C’EST EXTRAORDINAIRE: APPENDIX
PREPARED BY OGILVY |PERRIER | TEAM 5 61
Millennials Demographic Distribution in US Major Cities
• Boston: 20.4% of the population fits into our target
• Chicago: 19.1% of the population fits into our target
• Los Angeles: 22.4% of the population fits into our target
• Miami / Fort Lauderdale: 19.9% of the population fits into our target
• New York: 20.4% of the population fits into our target
• Philadelphia: 19.4% of the population fits into our target
• San Francisco: 19.6% of the population fits into our target
• Washington D.C.: 20.2% of the population fits into our target
——
• Bakersfield: 25.5% of the population fits into our target
• Dallas: 21.8% of the population fits into our target
• Fresno / Visalia: 25.2% of the population fits into our target
• Houston: 21.6% of the population fits into our target
• Salt Lake City: 25.6% of the population fits into our target
LOOK UP, C’EST EXTRAORDINAIRE: APPENDIX
Source: Scarborough, 2015 Fall
Millennials Demographic Distribution in US Major Cities
• Boston: 20.4% of the population fits into our target
• Chicago: 19.1% of the population fits into our target
• Los Angeles: 22.4% of the population fits into our target
• Miami / Fort Lauderdale: 19.9% of the population fits into our target
• New York: 20.4% of the population fits into our target
• Philadelphia: 19.4% of the population fits into our target
• San Francisco: 19.6% of the population fits into our target
• Washington D.C.: 20.2% of the population fits into our target
——
• Bakersfield: 25.5% of the population fits into our target
• Dallas: 21.8% of the population fits into our target
• Fresno / Visalia: 25.2% of the population fits into our target
• Houston: 21.6% of the population fits into our target
• Salt Lake City: 25.6% of the population fits into our target
LOOK UP, C’EST EXTRAORDINAIRE: APPENDIX
Source: Scarborough, 2015 Fall
PREPARED BY OGILVY |PERRIER | TEAM 5 62
Perrier Lounge
Color Palette
LOOK UP, C’EST EXTRAORDINAIRE: APPENDIX
Perrier Lounge
Color Palette
LOOK UP, C’EST EXTRAORDINAIRE: APPENDIX
PREPARED BY OGILVY |PERRIER | TEAM 5 63
Source: Scarborough
LOOK UP, C’EST EXTRAORDINAIRE: APPENDIX
Target Cities
•Los Angeles
•New York City
•Miami
•Chicago
•Boston
Source: Scarborough
LOOK UP, C’EST EXTRAORDINAIRE: APPENDIX
Target Cities
•Los Angeles
•New York City
•Miami
•Chicago
•Boston
PREPARED BY OGILVY |PERRIER | TEAM 5 64
Source: perrier.com
LOOK UP, C’EST EXTRAORDINAIRE: APPENDIX
History of Perrier
•200 Million Years - Vergeze, Fr, spring originates.
•Mid 19th C—Ville d’Eaux, spa cities formed around the area and started to drink the sparkling
water from the spring
•1898—Dr. Perrier touted the mineral water as having natural therapeutic properties: main Dr
for the medical springs
•Turn of 20th Century—John Harmsworth buys the spring, renames it perrier and begins to
bottle the water there gained popularity as a testament to French-British unity
•1908 - By now, sold 5 million bottles in Britain and its colonies
•Early 20th Century - Wanted to break into the French market, started to become known as the
“Champagne of table waters”— synonymous with “elegance, joy and celebration”
Source: perrier.com
LOOK UP, C’EST EXTRAORDINAIRE: APPENDIX
History of Perrier
•200 Million Years - Vergeze, Fr, spring originates.
•Mid 19th C—Ville d’Eaux, spa cities formed around the area and started to drink the sparkling
water from the spring
•1898—Dr. Perrier touted the mineral water as having natural therapeutic properties: main Dr
for the medical springs
•Turn of 20th Century—John Harmsworth buys the spring, renames it perrier and begins to
bottle the water there gained popularity as a testament to French-British unity
•1908 - By now, sold 5 million bottles in Britain and its colonies
•Early 20th Century - Wanted to break into the French market, started to become known as the
“Champagne of table waters”— synonymous with “elegance, joy and celebration”
PREPARED BY OGILVY |PERRIER | TEAM 5 65
Source: Kelton, “The Fun Report,” 2016
LOOK UP, C’EST EXTRAORDINAIRE: APPENDIX
Fun Report
Source: Kelton, “The Fun Report,” 2016
LOOK UP, C’EST EXTRAORDINAIRE: APPENDIX
Fun Report
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