2012 Winners & Shortlists

KIMO CONO PROMO

BrandNESTLÉ ICE CREAM
Product/ServiceKIMO CONO
EntrantJWT Cairo, EGYPT
CategoryNew Product Launch/Re-launch
Entrant Company:JWT Cairo, EGYPT
Sales Promotion/Advertising Agency:JWT Cairo, EGYPT

The Brief

To outshine the considerably significant price increase with a face lifted piece of communication/prize

Describe how the promotion developed from concept to implementation

Kimo Cono undergone a price increase of 30%. This posed a major threat, as the product contributes 64% of total sales. Nestlé has always used promotions as the main business tool that drives sales. In response, a promotion was launched that offered a bigger prize that was more appealing to the target. The main challenge was to break away from the conventional promo Ads, and to be more relevant and entertaining to the target. Our Strategy was that we abandoned the traditional “ice cream” lingo, & replaced it with PS lingo.

Describe the success of the promotion with both client and consumer including some quantifiable results

Sales volume increased by 50% in 2011, in comparison to 2010. Despite the price increase. The promotion quantity of Kimo cono, which was supposed to last for a month, was out of stock in 12 days. Most significantly; Ousha one of the ad characters who really picked up with audience through various mediums became a cult hero in Egypt with more than 27 groups created an less than 1 week..

Explain why the method of promotion was most relevant to the product or service

Because Play Station is very relevant to the target (teens) and since it is an impulse product, they will pick from the fridge the one they can win with it.

Credits

Name Company Role
Ramsey Naja JWT Cco
Luciana El-Gebely JWT Creative Director
Sally Ghally JWT S.art Director
Noor Hassanein JWT Copywriter
Mai Azmy JWT Account Director
Amir Adib JWT Account Manager
Hatem Elkashef JWT Planner
Shady Abdellatif JWT Planner
Reem Megahed JWT Head Of Production
Aly Seif El Nasr JWT S. Accout Executive