Perrier® Sparkling Natural Mineral Water, the premium and ultimate refreshment beverage and Ogilvy & Mather Paris unveil Secret Place, a digital experience that invites guests to participate in the ultimate secret party in Paris. This digital interactive feature film is Perrier’s most innovative campaign to date, allowing users to live out the experience through the eyes of 60 different characters at an exclusive party, and inviting visitors to enter a sweepstakes for a chance to win an invitation to one of five of the wildest parties across the globe.
Created by Ogilvy & Mather Paris and intended for mature audiences only, Secret Place was designed to appeal to the edgy, Perrier drinker who is looking for the ultimate experience both in life and online.
“Our goal was to give people the opportunity to live an experience they wouldn’t normally live, but have always dreamed about,” said Chris Garbutt, Chief Creative Office, Ogilvy & Mather Paris. “And thanks to Perrier, you can live it not once, but multiple times, through the eyes of multiple characters. This is an idea that is only possible thanks to the technology we have at our disposal today, and a bit of creative thinking.”
In addition to the desktop version, Secret Place will be available on mobile devices through an application that runs on iPhone, iPad and Android. This application allows users to navigate through each room of the party and find the secret bottle of Perrier.
The interactive Secret Place campaign will be supported by other marketing initiatives including social amplification and a digital media buy. The sweepstakes will run in 20 countries across the globe.
Created in celebration of Perrier’s 150th anniversary, Secret Place combines brand entertainment with gaming. Within Secret Place, five clues can be found that will lead to a special hidden Perrier bottle, where guests can enter the sweepstakes for a chance to win a trip for two to Carnival in Rio, Ibiza in Spain, St. Tropez in France, Art Basel in Miami or New Year’s Eve in Sydney, Australia. One winner will be selected each week for the five weeks of the campaign.
To enter the experience, visit www.perriersecretplace.com