Category: Titanium and Integrated
Advertiser: NESTLÉ
Product/Service: NESTLÉ FAST
Agency: AGÊNCIA TUDO
Date of First Appearance: Oct 9 2010
Creative Director: Cleber Paradela (Agência Tudo)
Creative Director: Roberto Cipolla (Agência Tudo)
Creative Director: Pedro Fonseca (Agência Tudo)
Copywriter: Rafael Moreno (Agência Tudo)
Art Director: Tiago Vilas Boas (Agência Tudo)
Account Director: Daniel Jotta (Agência Tudo)
Account Manager: Otávio Toledo (Agência Tudo)
Production Director: Iron Neto (Agência Tudo)
Production Manager: Ana Cácia Pereira (Agência Tudo)
Social Media Manager: Guilherme Cury (Agência Tudo)
Social Media Manager: Marina Maior (Agência Tudo)
Head of Consumer Communication: Izael Sinem Jr (Agência Tudo)
Beverages Business Executive Manager: Andrea Stoffel (Agência Tudo)
Beverages Marketing Manager: Marcio Dimas (Nestlé Brazil)
FAST Beverages Consumer Marketing Manager: Patrick Fló (Nestlé Brazil)
Beverages Marketing Analyst: Regiane Tuma (Nestlé Brazil)
Media placement: Sponsorship - SWU Festival - Oct/01/2010
Describe the campaign/entry
Nestlé Fast is a range of products offered exclusively in Brazil. It consists of 3 beverages made for fast drinking. The brand adopted music as its main platform. To get closer to its target audience, Nestlé supports big music festivals that enhance brand experience and visibility. That’s why the brand decided to support the SWU (Starts With You), a music festival focusing on sustainability. To get the attention of the 150 thousand people who attended the event during its three days, Nestlé used the Sustainable Ferris Wheel, which was kept going by people’s movement. Five bicycles generated 450W per hour, which helped keep the wheel spinning and recharged cell phone and iPod batteries.
Describe how the campaign/entry was launched across each channel in the order of implementation
The agency divided the process into three steps: before, during and after.
Before: Through PR and social media strategies, the wheel was featured on Brazil’s most important blogs and portals just days before the event, which sparked a lot of curiosity about the attraction.
DURING: The 150 thousand participants could use The Ferris wheel during the whole event – that is, for three days. In addition, two bloggers broadcasted interviews from inside one of the cabins using Twitcam, which generated even more impact on social media networks.
AFTER: PR and social media strategies were once again responsible for spreading the word about the action. The results were awesome and the action was even featured on the country’s most important news program on TV, reaching more than 30 million people.
Give some idea of how successful this campaign/entry was with both client and consumer
The action was originally intended to reach the 150 thousand participants of the SWU Festival, but it ended up impacting more than 30 million Brazilians.
There were 40,000 participants.
2,000 thousand people pedalled to generate energy.
There were 400 thousand mentions in social networks (Twitter and Facebook) -
94% of these mentions were positive.
There were 3,860 hits on Google and
140 spontaneous videos on YouTube.
US$4,500,000 worth of spontaneous media.
US$0.00 spent on paid media.