Our work

The challenge

We created a CRM programme that revolves around the concept of a very exclusive club.
"Evian le Club" will launch in July 2010, allowing consumers to enjoy exclusive access to and content from places and events that Evian owns or has forged an association with, e.g. the Evian Royal Resort or the BAFTAs.
We are recruiting into le Club using the most efficient channels that pick up the right sort of consumers. This means 'piggy-backing' all existing consumer touch-points such as the packaging.
Rich website content (exclusive competitions, games, video and news) will drive deep engagement; while the eCRM plan will prompt repeated visits, ensuring le Club is enjoyed ongoing.

Without any promotion, pre-registration interest is incredibly high. The 'quality' of pre-registrations also appears to be high, indicating that the programme is attracting the right sort of consumer.