Advertiser: NESTLÉ HONG KONG
Agency: ZENITHOPTIMEDIA
Category: Best Use of Digital Media
Marketing Executive - Ice Cream: Kaman Law (Nestle HK)
Associate Digital Manager: Lourdes Law (ZenithOptimedia)
Marketing Communications Manager: Tin-Tin Siapno (Nestle HK)
Senior Brand Manager (Ice Cream): May Leung (Nestle HK)
Business Director: Yvonne Lau (ZenithOptimedia)
Effectiveness
The BunNaNa online campaign result was extremely impressive and showed how powerful of a mix of Paid, Owned and Earned media usage can be.1.BunNaNa’s video trailer was at a record high at 134,000 views which was DOUBLE of what Coca-Cola music video and lucky draw did in 2012 (vs 64,000 views drawn by the Coca-Cola campaign)2.Viral effect of Earned Media (YouTube) created a good lead-in for Excitement stage. Total reported clicks was 4x times amount planned3.Excellent ROI Result Delivery: This online campaign cost 12% of offline campaign but generated 50% equivalent market share of what offline campaign achieved.
Execution
•Social media and game sites are popular among youngsters, where they can read up on hot topics, what their friends are doing and kill time. Both were used in 3 phases:1.Create Curiosity: After the success of their last advertising jingle, BunNaNa launched its new video trailer with new jingle and chocolate character. A mix of in-search, in-stream and in-display ads on YouTube to create a viral effect across social platforms, which are also cost efficient.2.Excitement Generation:a.Creative approach – 'peel-able' advertisements represented the product characteristics in key forums; push down roadblocks with rich gutters to draw the eye in Yahoo b.Interactive game – enhance participation rates by simple flash execution in key forums and game sitesc.Cost-Efficiency– using Google Mobile Game Network to reach kids by CPC model 3.Sales driven: Redemption coupon placed on Facebook encourage consumers either download it to their mobile or print it out for redemption
Strategy
•Followed by the success of Nestle BunNaNa in 2011 - the 1st 'peel-able' stick in the Hong Kong market, BunNaNa launched its new Chocolate flavor in 2012 summer.•The kids segment is still our focus, especially 8-14 year-old. However, children nowadays have a busy daily schedule packed with unexciting obligations, which are often boring, therefore, they are always looking for fun and excitement from the market. To trigger their interests, BunNaNa needed to generate FUN when it came out, behaving like an entertainment brand instead of an ice-cream brand.•Due to kids’ busy schedules, they are no longer reached effectively by offline media but by digital media instead. Youngsters are used to surfing the internet and contacting their friends online during studying after school. Thus, digital media is deployed as a core communication platform, with an unexpected ability to make the campaign more fun.