MATCH MADE IN HEAVEN

BRIEF

BUSSINES OBJECTIVE CAMPAIGN GOAL

• Build a strong emotional relationship with our consumers. • Increase Brand penetration

• Increase sanitation issue & Water Aid’s awareness

• Raise money to solve the problem.

Activia, Danone N 1 fresh dairy brand, joins Water Aid in its battle against unsanitary living conditions in African Countries.

+

Activia is worldwide delicious dairy brand that it is known for how it helps you to “regulate” your digestive system and

makes u feel liberated

Activia. Feeling Good

Starts From Within

Andrea is her in 30’s. She invests a lot of time on her work, friends and family but she also cares about social causes and feels like she has not enough time to turn that feeling into action. She is into social media to keep in touch with

friends and uses it also to spread ideas for good.

BRAND

TARGET

For everyone that moment alone in their bathroom it is an experience of intimacy & relief.

INSIGHT BEHIND THE BENEFIT

But not for everybody its such a liberating experience

moment of liberation That’s why its a

ISSUE & GOALS

GLOBAL ISSUE POOR SANITATION

1/3 of the people in the world do not have access to safe toilets.

That means no privacy or dignity and the worst… diseases or death.

Activia believes that feeling good from within is bigger than aexperience

of intimacy & relief.

It implies giving the best from your heart in everything you do.

Because of that Activia & Water Aid invites you to that you get from Activia to over 1M people that need it the most but in

another way.

With 1 of every 4 Activas Pots you buy you are helping get 1M letrins to secure safe toilets to African Countries.

PRODUCT CONCEPT

Activa . Feeling good starts from within

KEY MESSAGE: ACTIVIA #ShareThisLiberation

#ShareThisLiberation =

ENJOY ENJOY

ENJOY With the cost of this pot, Activia & You are helping get 1M letrins

to secure safe toilets in African Countries

#SHARE THIS

LIBERATION

Feeling good starts from within

ACTIVATION ON PACK IDEA

1,000,000 Letrines

Ironic & Sarcastic humor

AMBASSADORS We chose a hilarious couple, who can talk

about the campaign with intimacy in a witty and funny way.

Almost 75% of the people use their phones on the bathroom.

PREVENT BOREDOM

ACT FACT TONE

SPOTLIGHT INVITATION CELEBRATE

Exalt the awareness of the “Safe toilet issue” and Water

Aid brand.

Unbranded (Activia)

Activia join forces with Water Aid and together invites

consumers to #ShareThisLiberation

supporting the ¼ on pack activation.

Show results & true stories about the 1M new safe toilets

and the impact on communities

CAMPAIGN STAGES

PR + DIGITAL TVC + DIGITAL/MOB (SM) + PR DIGITAL/MOB (SM) + PR

[JAN - MAR] [APR - SEP] [OCT - DEC]

• Find a funny and empathic way to communicate

#REF: Follow the frog/

Rainforest alliance.

• Considering the mobile fact, find a way to BREAK THE INTERNET linking the Key

message and the Insight in the campaign tone.

• Link the brand idea “Feeling good stars from within” with

the campaign results.

REQUEST TO THE AGENCY

BRAN EXPERIENCE > Raise the flag

• Dignity & Privacy • Better Sanitation & hygiene

conditions • 1,000,000 new Safe Toilets

COMMUNITIES

• Money to buy 1,000,000 Letrines • Awareness of the “Safe toilets”

issue • Brand Awareness

WATER AID

• Generates an emotional bond with its consumers

• Builds a new brand tone: more humours and straight foward to tackle its ‘functional’ benefits

ACTIVIA

• Feel good from within by helping others

CONSUMERS

BENEFITS WIN/WIN

• #ShareThisLiberation logo summarizing the campaign idea and the joint venture between Activia + Water aid.

• Campaign Key Visual to adapt to different media. • New Packaging identity for the campaign.

DELIVERABLES

GRAPHICS

MASS MEDIA

BUDGET

ASSETS

• 1 TVC + Mobile activation/Invitation stage • PR Campaign & Digital always on (+ Content = Dig Video)

• PRODUCTION/ USD 550K AMBASSADORS = USD 3M MEDIA P/COUNTRY =USD 3M

• Activia Smile & Arrow cues. • Ashton & Mila • Brand Website, Facebook & Twitter Account

KPIS • Grow in Preference worldwide by 5pts (Brand Equity) • Grow in sales +20% (To buy 1,000,000 Letrines)