Nestle DM LUNCH BOX EXPRESS by Tiempo BBDO

LUNCH BOX EXPRESS
The Direct marketing titled LUNCH BOX EXPRESS was done by Tiempo BBDO advertising agency for Nestle in Spain. It was released in Nov 2012.
Advertising campaign for Nestle

Nestle: LUNCH BOX EXPRESS

Brand
Nestle
Media
DM
Released
November 2012
Posted
November 2012
Market
Spain
Industry
Business equipment & services, Corporate Image
Agency
Tiempo BBDO
Creative Director
Tomas Ferrandiz
Art Director
Eva Crespo
Copywriter
Juan-Jesus Fernandez-Jimenez

Credits & Description:

Advertiser: NESTLÉ
Agency: TIEMPO BBDO
Category: Dimensional Mailing
Advertising campaign: LUNCH BOX EXPRESS
Chief Creative Officer: Siscu Molina (Tiempo BBDO)
Creative Director: Tomás Ferrándiz (Tiempo BBDO)
Strategy/Communication Executive: Erika Martínez (Tiempo BBDO)
Art Director: Eva Crespo (Tiempo BBDO)
Copywriter: Juan Fernández (Tiempo BBDO)
Strategy/Communication Executive: Marina García (Tiempo BBDO)
Strategy/Communication Director: Marta Bargalló (Tiempo BBDO)

Outcome
Over 1,000 requests to take part in the campaign were received in a 15-day period.The lunch boxes travelled 500,000km to reach more than 14 European countries.Media impact was valued at €295,514.

Implementation
A key period for the campaign was defined around a date on which the figure of the mother is of special importance: Mother's Day.Faced with an uncertain economic situation, Spain is suffering a so-called 'brain drain': young graduates are emigrating to other countries in search of a brighter future.Aware of this situation, Nestlè La Cocinera, decided that the special Mother's Day campaign would bring thousands of mothers together with their children abroad through the link of home cooking. Out of this sprang a new service: 'Express Lunchbox'.

Client Brief Or Objective
The brand aims to find an alternative space in which transmitting messages of a social nature and connect with the consumer on an emotional level. The campaign had to be able to raise the brand's profile, give it a soul and media impact on a limited budget. Our audience:Spanish society and especially mothers, our main consumers. The campaign had to be grounded on brand territory and be built around the figure of mothers.They are the biggest experts in choosing the best ingredients and cooking them lovingly. They are the source of inspiration for our brand's products.

Execution
In the weeks before Mother's Day a call was sent out to all fans on different online platforms (specialist blogs and newsletters) to find mothers with children living elsewhere in Europe. 1,000 lucky mothers took part in the campaign. The mothers prepared their child's favourite dish and La Cocinera sent it to their children to enjoy it in less than 24 hours. Several of the cases were followed on video, from the mothers preparing the dishes up to them being received and tasted by their children. This audiovisual material also was sent to the media, who published the story.