2010 Winners & Shortlists

BE AT YOUR BEST

Short List
BrandNESTLÉ
Product/ServiceNESTLÉ
EntrantZENITHMEDIA Dubai, UNITED ARAB EMIRATES
CategoryCorporate Information
Entrant Company:ZENITHMEDIA Dubai, UNITED ARAB EMIRATES
Media Placement:ZENITHMEDIA Dubai, UNITED ARAB EMIRATES

Credits

Results and Effectiveness

Advocacy figures increased to 56% vs 38%. Trust to 63% (vs 45%). Favorability to 87% (vs 79%) and Familiarity 98% (vs 92%). Spontaneous awareness of Nestlé grew from 9% to 15%. Prompted Familiarity with company jumped from 77% to 92%. Strong Association of being Healthy and Nutritious products jumped from 30% to 48%. Popular opinion leaders volunteered to take part in the TV program as they could see the societal benefits. Radio programs received record breaking calls and SMSs - 600 interactions at a time when there were no incentives and almost 2,000 interactions when the listeners were incentivized. Source: AC Neilson Corporate brand tracker.

Creative Execution

We created “Nestlé’s be at Your Best” segment within a within a most popular talkshow on a leading TV station. It was aired twice a week and allowed Nestlé top line experts to provide tips and advice regarding issues that impact each and every family. The program was open for live call-ins. We partnered with two leading radio stations and created an hour long interactive format at peak drive times. Apart from playing music, the show hosted a range of topics for discussion and contests that revolved around the Nestlé range of products. www.nestle.com.eg was given a facelift during the campaign. The portal had topics of interest to mothers such as baby care, health & fitness, beauty care, cooking etc., discussion forums, edits & live links from the Nestlé partnered TV & radio programs. The site was extensively promoted via the television and radio programs, targeted online campaigns and on-packs.

Insights, Strategy and the Idea

What people don't realize is Nestlé is more than a food manufacturer. Our challenge was to build Nestlé’s corporate image and claim ownership of all their brands to own the Nutrition, Health and Wellness platforms amongst Egyptian housewives and mothers. With Egypt being one of the countries under the radar of H1N1 scare in 2009, health and well being were prime concerns for all. Fearing an epidemic, people reduced their “outings” and were just engaged in their daily routine between home and work. Families were glued to their televisions sets for entertainment, and internet usage in urban areas surged. With over 2 million cars on the streets of Cairo, traffic continued to remain chaotic with radio being a consistent companion. Our idea was to secure these communication channels that will help in showcasing the entire range of products and reinforce the healthy and nutritional image of Nestlé at large.

Credits

Name Company Role
Heba Bahgat Zenithmedia Art Director