Category: Best Consumer Engagement
Advertiser: COCA-COLA
Product/Service: NESTÉA
Agency: McCANN ERICKSON SPAIN
Media Agency: UM, Madrid, SPAIN
Chief Creative Executive: Leandro Raposo (McCann Madrid)
Executive Creative Director: Monica Moro (McCann Madrid)
Executive Creative Director: Pablo Colonnese (McCann Madrid)
Copywriter: Ander Mendivil (McCann Madrid)
Art Director: David Fernandez (McCann Madrid)
Art Director: Eduardo Hernandez (McCann Madrid)
Producer: Luis Felipe Moreno (McCann Madrid)
Account Manager: Rosa Aldana (McCann Madrid)
Media placement: Internet - . - 28 November 2011
Insights, Strategy & the Idea
The objectives were o establish a new positioning for the Nestea brand, under the umbrella concept Welcome to this Instant, to intense enjoyment of every moment in your life.
The target is adults aged between 25 and 45, with an active life.
The new technologies have multiplied our chances of doing lots of things at once, but this can sometimes get out of hand and when we try to handle everything at the same time; in fact we do not pay our full attention to what we are doing at a given moment, and we either miss it or we live it with less intensity than we should.
The client was delighted with a campaign which depicts a social reality which undoubtedly touches the target, and the target received a message from Nestea that was relevant and friendly, because it was about their everyday lives, they could relate to that.
Creative Execution
The use of the mass media was vital so that Ismael felt that this was for real and it was important and it was not just his friends playing a prank. It took an effort to select very specific media as the impact was required on his way from home to work and those impacts had to be increasingly striking, from the gentlest nudge of finding stickers in the street to seeing himself on television. Once the action was over, the social networks became the main vehicle for passing on the message as well as the brand’s website, as we were talking about a guy who was 'hooked on Twitter' with over 20,000 followers. We used all the general media: radio, outdoor, television, plus street actions and all possible digital tools.
Results and Effectiveness
The target’s response to the campaign was always very positive, comments on YouTube and Tweets which all mentioned how they could see in it the reflection of their own lives and how interesting they had found the brand’s approach