Category: Ambient Media (Large Scale)
Advertiser: NESTLÉ BRAZIL
Product/Service: FLOATING SUPERMARKET
Agency: B+G
Chief Executive Officer: Luis Bartolomei (B/G)
Chief Creative Officer: Rodrigo Costabeber (B/G)
Art Director: Alex Diniz (B/G)
Art Director: Ana Paula Moreno (B/G)
Producer: Ligia Rovere (B/G)
Producer: Daniele Doria (B/G)
Producer: Rodrigo Ferreira (B/G)
Producer: Raquel Carletti (B/G)
Account Director: Evelyn Andrade (B/G)
Account Manager: Alessandra Christiansen (B/G)
Planner: Alexandre Mori (B/G)
Architect: Luiz Correa (Ello)
Product Manager - BOP: Renato Pires (Nestlé Brazil)
Media placement: An Adapted Boat - Amazon River - March/2011
Describe the brief/objective of the direct campaign.
Nestlé has been developing the social program of door-to-door sales called 'Nestlé até você' (Nestlé coming to you) with the aim of providing nutrition and creating income opportunities for needy communities. Our challenge has been to get the program to the riverside population of the Amazon region in order to nourish families, create jobs and raise people’s environmental awareness.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We created the first floating supermarket in Brazil. Based on a study of the local shoppers’ behaviour, we designed the adequate architectonic structure, communication and ambientation on a 27.5 metre ferryboat to take more than 300 varieties of products and points for collecting and recycling material in more than 18 low-income communities across the river thus supplying grocery items to over 800,000 people a year.
Explain why the creative execution was relevant to the product or service.
The floating supermarket proposal was to bring more than Nestlé products but also to share consciousness about life quality and environment with such simple people thus the boat team were skilled staff trained not only to deliver the products but to get deep inside, teaching recycling and best nutrition practices.
Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
Repercussion in many different countries generated revenue in spontaneous media 10x bigger than the value invested in communication.
Partnership with other companies in the Environmental Education Program and more attention from local government over the sustainability questions. More than 1,200,000 shoppers in 27 cities across 1,800 km by the river and sales increasing monthly.