Nestle: SUSTAINABLE FERRIS WHEEL

Credits & Description:

Category: Best Use of Live Events, Stunts and or Celebrity Endorsement

Advertiser: NESTLÉ

Product/Service: NESTLÉ FAST

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 Analyst: Marina Maior (Agência Tudo)

Head of Consumer Communication: Izael Sinem Jr (Nestlé Brazil)

Beverages Business Executive Manager: Andrea Stoffel (Nestlé Brazil)

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



Summary of the Campaign

Nestlé wanted an action to generate impact and visibility and to enhance brand experience at the first edition of the SWU (Starts With You), a huge music festival with a focus on sustainability. The brand was the main supporter of the festival; it wanted to get closer to the 150 thousand people who attended the event, and thus it needed to generate brand experience by connecting its image to the discussion about sustainability. The agency created the Sustainable Ferris Wheel, an attraction moved by the energy generated by five bicycles. More than 40,000 people took part in the action and 2,000 pedalled to generate energy. The success of the action took it to Brazil’s main TV networks, websites, newspapers and social networks. The impact reached more than 30 million Brazilians and generated about US$4,500,000 in spontaneous media.



The Situation

The SWU (Starts With You) is a music festival that promotes the discussion about sustainability. It is based on the assumption that simple individual actions can turn the world into a better place to live. The Sustainable Ferris Wheel was a great success and ended up getting the attention of the whole country for being a cheerful, attractive way to communicate a very important message.



The Goal

Goal:

To generate visibility and to enhance Nestlé’s brand experience during the three days of the festival by promoting actions that cause great impact and connect the brand to the discussion about sustainability.



Target audience:

The action was originally intended to reach the 150 thousand participants of the SWU festival, but after the impact caused by social media and press coverage, it ended up reaching more than 30 million Brazilians.



The Strategy

The agency divided the process into three steps: before, during, and after.



Before: Through PR and social media strategies, the action 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 in the country’s most important news program on TV, reaching more than 30 million people.



Execution

Event: SWU

Date: October 9, 10 and 11, 2010



To make sure that the action was going to flow smoothly, we asked ourselves:



What can we do to guarantee the safety of the participants?

The agency hired a team of engineers, mechanics, firemen, security experts and producers who were responsible for keeping the wheel working perfectly during the 3 days of the event.



Why would people want to pedal?

People would certainly want to be on the Ferris wheel and enjoy an amazing view of the event, but we needed to offer them some kind of benefit so that they would want to generate energy on the bicycles. So we installed cell phone and iPod chargers on the bikes. This way, users could recharge their gadgets while powering the wheel.



Documented Results

- US$4,500,000 in spontaneous media

- US$0.00 spent on paid media

- 40,000 participants

- 2,000 thousand people pedalled to generate energy

- 400 thousand mentions in social networks (Twitter and Facebook)

- 94% of these mentions were positive

- 3,860 hits on Google

- 140 spontaneous videos on YouTube

- More than 30 million Brazilians were reached