{"id":1619,"date":"2015-12-07T09:15:13","date_gmt":"2015-12-07T08:15:13","guid":{"rendered":"https:\/\/globe-group.com\/?post_type=case_study&#038;p=1619"},"modified":"2021-07-02T11:42:04","modified_gmt":"2021-07-02T10:42:04","slug":"street-marketing-goutte-evian","status":"publish","type":"case_study","link":"https:\/\/www.globe-shopper.fr\/fr\/case-study\/street-marketing-goutte-evian\/","title":{"rendered":"La Goutte d&rsquo;Evian"},"content":{"rendered":"<p>[vc_row][vc_column][vc_column_text]<\/p>\n<h2>La Goutte d&rsquo;Evian<\/h2>\n<p>[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column]\n    <div class=\"separateur\"><span class=\"one\"><\/span><span class=\"two\"><\/span><\/div>\n\n    [\/vc_column][\/vc_row][vc_row][vc_column][vc_single_image image=\u00a0\u00bb3978&Prime; img_size=\u00a0\u00bbfull\u00a0\u00bb alignment=\u00a0\u00bbcenter\u00a0\u00bb][\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text]<\/p>\n<h3>R\u00e9inventer l\u2019eau min\u00e9rale naturelle Evian gr\u00e2ce au street marketing<\/h3>\n<p>Evian, premi\u00e8re marque d&rsquo;eau min\u00e9rale (en valeur) en France, passe \u00e0 l\u2019offensive et lance une nouvelle bouteille La Goutte d&rsquo;Evian triplement innovant mixant nomadisme, rituel de consommation et surtout nouveau circuit de distribution avec une vente \u00ab\u00a0Direct to Consumer\u00a0\u00bb dans des lieux tri\u00e9s sur le volet.<\/p>\n<p>\u00ab Nous voulons d\u00e9velopper des occasions de consommation qui n&rsquo;existent pas aujourd&rsquo;hui et aller dans des endroits o\u00f9 il n&rsquo;y a pas d&rsquo;offre \u00bb<\/p>\n<p>V\u00e9ronique Penchienati, directrice g\u00e9n\u00e9rale de Danone Eaux France.<\/p>\n<p>Objectifs ? Doper l\u2019image d\u2019Evian, investir le march\u00e9 de la distribution s\u00e9lective, g\u00e9n\u00e9rer de la vente directe et s\u2019inscrire en rupture sur son secteur.<\/p>\n<p>Une ligne de PLV d\u00e9di\u00e9e reprenant la c\u00e9l\u00e8bre montagne a demand\u00e9 pr\u00e8s d&rsquo;un an de d\u00e9veloppement pour trouver le juste \u00e9quilibre entre design, technologie pour atteindre le Perfect Serve et maniabilit\u00e9 pour une logistique optimis\u00e9e. Implant\u00e9s dans les lieux les plus strat\u00e9giques de Paris et Marseille gr\u00e2ce \u00e0 des partenariats avec les municipalit\u00e9s et les kiosques \u00e0 journaux, les pop-up stores Evian permettent de vendre en direct aux consommateurs avec une gestion de l&rsquo;encaissement adapt\u00e9e \u00e0 ce nouveau format. L\u2019exp\u00e9rience se prolonge sur le digital avec une application sp\u00e9cialement d\u00e9velopp\u00e9e ainsi qu\u2019un dispositif sur Twitter intitul\u00e9 #evianjaisoif, pour g\u00e9olocaliser les points de vente les plus proches.<\/p>\n<p>#triporteur #SteetMarketing #DtoC[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column]\n    <div class=\"kpi m-width\">\n\n        <div class=\"kpi-b\"><p>KPI<\/p><\/div>\n\n        <div class=\"circles\">\n                            \n<div class=\"circle-wrapper\">\n    <div class=\"circle\" data-stroke-dash-offset=\"1402\">\n        <svg viewBox=\"0 0 240 240\"\n             class=\"circle__svg\" style=\"width: 240px\">\n            <linearGradient id=\"gradient\" x1=\"0%\" y1=\"0%\" x2=\"0%\" y2=\"100%\">\n                <stop offset=\"0%\" stop-color=\"#00529c\"\/>\n                <stop offset=\"100%\" stop-color=\"#00529c\"\/>\n            <\/linearGradient>\n            <g>\n                <circle\n                        r=\"111.5\"\n                        cx=\"50%\"\n                        cy=\"50%\"\n                        style=\"stroke-width: 17\"\n                        class=\"circle__base\"\n                >\n                <\/circle>\n\n            <\/g>\n\n\n            <circle\n                    r=\"111.5\"\n                    cx=\"50%\"\n                    cy=\"50%\"\n                    stroke=\"url(#gradient)\"\n                    style=\"\n                            stroke-width: 17;\n                            stroke-dasharray: 701;\n                            stroke-dashoffset: 701;\n                            \"\n                    class=\"circle__progress\"\n            ><\/circle>\n        <\/svg>\n\n        <svg class=\"circle__value\" viewBox=\"0 0 450 450\">\n            <text x=\"50%\" y=\"47%\" font-size=\"150\" text-anchor=\"middle\" font-family=\"Montserrat, sans-serif\"\n                  fill=\"#003366\" dy=\"0.3em\">\n                <span class=\"l\"><\/span>\n            <\/text>\n                <div class=\"graphicvalue\">100K<\/div>\n        <\/svg>\n    <\/div>\n\n    <div class=\"content\">\n        <div class=\"sep\"><\/div>\n        <div class=\"text\">bouteilles vendues<\/div>\n    <\/div>\n<\/div>\n                                        \n<div class=\"circle-wrapper\">\n    <div class=\"circle\" data-stroke-dash-offset=\"1402\">\n        <svg viewBox=\"0 0 240 240\"\n             class=\"circle__svg\" style=\"width: 240px\">\n            <linearGradient id=\"gradient\" x1=\"0%\" y1=\"0%\" x2=\"0%\" y2=\"100%\">\n                <stop offset=\"0%\" stop-color=\"#00529c\"\/>\n                <stop offset=\"100%\" stop-color=\"#00529c\"\/>\n            <\/linearGradient>\n            <g>\n                <circle\n                        r=\"111.5\"\n                        cx=\"50%\"\n                        cy=\"50%\"\n                        style=\"stroke-width: 17\"\n                        class=\"circle__base\"\n                >\n                <\/circle>\n\n            <\/g>\n\n\n            <circle\n                    r=\"111.5\"\n                    cx=\"50%\"\n                    cy=\"50%\"\n                    stroke=\"url(#gradient)\"\n                    style=\"\n                            stroke-width: 17;\n                            stroke-dasharray: 701;\n                            stroke-dashoffset: 701;\n                            \"\n                    class=\"circle__progress\"\n            ><\/circle>\n        <\/svg>\n\n        <svg class=\"circle__value\" viewBox=\"0 0 450 450\">\n            <text x=\"50%\" y=\"47%\" font-size=\"150\" text-anchor=\"middle\" font-family=\"Montserrat, sans-serif\"\n                  fill=\"#003366\" dy=\"0.3em\">\n                <span class=\"l\"><\/span>\n            <\/text>\n                <div class=\"graphicvalue\">1er<\/div>\n        <\/svg>\n    <\/div>\n\n    <div class=\"content\">\n        <div class=\"sep\"><\/div>\n        <div class=\"text\">levier de mise en relation \u00e0 la marque<\/div>\n    <\/div>\n<\/div>\n                                        \n<div class=\"circle-wrapper\">\n    <div class=\"circle\" data-stroke-dash-offset=\"1402\">\n        <svg viewBox=\"0 0 240 240\"\n             class=\"circle__svg\" style=\"width: 240px\">\n            <linearGradient id=\"gradient\" x1=\"0%\" y1=\"0%\" x2=\"0%\" y2=\"100%\">\n                <stop offset=\"0%\" stop-color=\"#00529c\"\/>\n                <stop offset=\"100%\" stop-color=\"#00529c\"\/>\n            <\/linearGradient>\n            <g>\n                <circle\n                        r=\"111.5\"\n                        cx=\"50%\"\n                        cy=\"50%\"\n                        style=\"stroke-width: 17\"\n                        class=\"circle__base\"\n                >\n                <\/circle>\n\n            <\/g>\n\n\n            <circle\n                    r=\"111.5\"\n                    cx=\"50%\"\n                    cy=\"50%\"\n                    stroke=\"url(#gradient)\"\n                    style=\"\n                            stroke-width: 17;\n                            stroke-dasharray: 701;\n                            stroke-dashoffset: 701;\n                            \"\n                    class=\"circle__progress\"\n            ><\/circle>\n        <\/svg>\n\n        <svg class=\"circle__value\" viewBox=\"0 0 450 450\">\n            <text x=\"50%\" y=\"47%\" font-size=\"150\" text-anchor=\"middle\" font-family=\"Montserrat, sans-serif\"\n                  fill=\"#003366\" dy=\"0.3em\">\n                <span class=\"l\"><\/span>\n            <\/text>\n                <div class=\"graphicvalue\">100%<\/div>\n        <\/svg>\n    <\/div>\n\n    <div class=\"content\">\n        <div class=\"sep\"><\/div>\n        <div class=\"text\">de taux de service<\/div>\n    <\/div>\n<\/div>\n                    <\/div>\n\n    <\/div>\n\n    [\/vc_column][\/vc_row][vc_row][vc_column]\n    <div class=\"slider images\">\n        <div class=\"carousel-wrap\">\n            <div class=\"owl-carousel mains-slider\">\n                                                            <div class=\"item\"><img src=\"https:\/\/www.globe-shopper.fr\/wp-content\/uploads\/2019\/01\/Evian-4.jpg\" alt=\"Evian 4\"><\/div>\n                                                                                <div class=\"item\"><img src=\"https:\/\/www.globe-shopper.fr\/wp-content\/uploads\/2019\/01\/Evian-1.jpg\" alt=\"Evian 1\"><\/div>\n                                                                                <div class=\"item\"><img src=\"https:\/\/www.globe-shopper.fr\/wp-content\/uploads\/2019\/01\/Evian-2.jpg\" alt=\"Evian 2\"><\/div>\n                                                                                <div class=\"item\"><img src=\"https:\/\/www.globe-shopper.fr\/wp-content\/uploads\/2019\/01\/Evian-3.jpg\" alt=\"Evian 3\"><\/div>\n                                                <\/div>\n        <\/div>\n    <\/div>\n\n\n    [\/vc_column][\/vc_row][vc_row][vc_column]\n    <div class=\"button\">\n        <a href=\"\">En savoir +<\/a>\n    <\/div>\n\n    [\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text]<\/p>\n<p class=\"vn-centered-title\" style=\"text-align: center;\">D\u00c9COUVREZ NOTRE SAVOIR-FAIRE ET NOS AUTRES M\u00c9TIERS<\/p>\n<p>[\/vc_column_text][\/vc_column][\/vc_row]<\/p>\n","protected":false},"featured_media":3608,"template":"","acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v19.13 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Case Study La Goutte d&#039;Evian - Street Marketing Globe<\/title>\n<meta name=\"description\" content=\"D\u00e9couvrez notre case study La Goutte d&#039;Evian, une campagne de street marketing imagin\u00e9e et cr\u00e9\u00e9e par l&#039;agence de shopper marketing Globe.\" \/>\n<meta name=\"robots\" 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