19/09/2016

Evian’s CGI ‘Baby Lydia (Ko)’ Integrated Campaign Activates Home Town LPGA Golf Major

LPGA world number one Lydia Ko is the face of the 2016 Evian Championship title sponsor’s ‘Baby Lydia’ integrated campaign.

 

Well, a computer generated baby lookalike (wearing Ko’s signature golf gear and even her on-shirt ANZ sponsor branding) is anyway.

 

To commemorate Evian endorser Ko’s first major victory on her return to the Evian-les-Bain Resort Golf Club hosted tournament, a CGI produced ‘Baby Lydia’ is fronting the water brand’s tournament activation: a campaign spearheaded by the baby face featuring on seven million bottles worldwide in the two-months leading up to the event.

 

The image also features on posters around the tournament and it is being amplified across social media by both the brand itself and by the LPGA.

 

 

As well as image-led social support, the campaign also includes film work spanning a ‘What Does It Take To Be A Top Player’ spot,

 

 

supported by a three-part online series called ‘Live Young With Lydia Ko’:

 

 

 

 

The tournament, running from 15 to 18 September, is the last of the year’s five LPGA majors and the title sponsor’s multi-strand ‘Live Young’ championship activation is at the heart of the event on-site too.

 

The activation by the legendary French water brand, which has been a major sponsor of its home town tournament since 1994,

 

 

spans packaging, in-store, OOH, digital, social and an entertainment and experiential program of events in the Evian Fan Zone focusing on creativity and fun.

 

Onsite, at the event itself, the new Evian Fan Zone invites the public to a bar that features the new flavour range Evian Fruits & Plants

 

 

and an exclusive new limited edition bottle design honouring all the players at the Championship by engraving their names on the special collector’s edition 75 cl glass bottle
to watch the tournament on the giant screen, and even meet Lydia Ko during an autograph session.

 

While at her pre-tournament news conference, Ko asked the media ‘Have you seen my baby? I’ve never met her, but I still claim her.’

 

Ko was even asked if she was as cute as the baby when she was young.

 

‘Unfortunately not,’ she replied. ‘I definitely agree she’s cute.’

 

Other elements of Evian’s tournament activation include additional player appearances from fellow brand ambassador Maria Sharapova (currently banned from competition after a positive drugs test).

 

 

Comment

 

Rio silver medallist Ko signed on as a global Evian athlete ambassador in March 2016.

 

The water giant aims to build brand synergies with her youth, as well as her energy, spontaneity and enthusiasm, plus her combination of outstanding performance and humility.

 

Evian hopes these elements of Ko’s character, coupled with her ability to connect with others, all dovetail with its own Live Young spirit and its commitment to a balanced, healthy lifestyle.

 

Indeed, at just 19 years old KO is something of a women’s golfing prodigy.

 

Indeed, the whole LPGA partnership is a good fit for a Live Young positioning as the average age of winners on the LPGA Tour in the last year is just 21.5 years old.

 

The campaign is just one sports sponsorship strand within the brand’s ongoing, umbrella ‘Live Young’ initiative – which sees the water company’s marketing feature babies to promote a ‘live young’ mentality.

 

Following its successful Roller Babies (2009), Baby & Me (2013) and Baby Bay (2016),

 

 

the brand is creating baby champion versions of its athlete ambassadors for campaigns linked to specific, relevant events.

 

Another recent example of this tactic saw Evian activate around sports endorsers Stan Warwinka’s recent US Open tennis victory.

 

 

 

Links

 

Evian Web:

http://www.evian.com/

 

Evian YouTube:

https://www.youtube.com/user/EvianBabies

 

Evian Facebook:

https://www.facebook.com/evian

 

Evian Twitter:

https://twitter.com/evianwater/

@evianwater

#LiveYoung

 

Evian Championship Web:

http://www.evianchampionship.com/

 

Evian Championship Twitter:

https://twitter.com/EvianChamp

@EvianChamp

#EvianChamp

 

Evian Championship Facebook:

https://www.facebook.com/evianchampionship

 

Evian Championship YouTube:

https://www.youtube.com/theevianchampionship

 

Evian Championship Instagram:

https://www.instagram.com/evianchamp/

 

Evian Championship Google+:

https://plus.google.com/+Evianchampionship

 

LPG Web:

http://www.lpga.com/

 

LPGA Twitter:

https://twitter.com/LPGA

@LPGA



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