2014 Winners & Shortlists

The Brief

There are 2 Nesquik products that Nestle wanted to promote and have a sampling campaign for: Nesquik chocolate powder and Nesquik Cereal. Having kids as their shadow TA, they wanted to create a Fun atmosphere for them to engage with Nesquik products, while promoting energy, health

Describe how the promotion developed from concept to implementation

Through experiential sampling, and by understanding that the 8-15 age group is directly involved in gaming, as their main insterest element, three highly engaging games were created, using kinect gesture technology and stationary bikes all in Nesquik branded themes • “Virtual Running”: 2 players run in their place to compete to win - KINECT • “Fill your Bowl”: virtually catching dropping cereal balls - KINECT • “Cycling”: 2 players cycle, on stationary bikes where they race to fill in their Nesquik First, which is all reflected on a 80" screen. Score is automaticaly shared on the pre-registered user's Facebook account, creating viral content

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

The campaign was a major success given its challenging and competing factors, reaching over 10,000 active participants and over 20,000 oveerall participants, and hundreds of viral content in only 21 days. The campaign enjoyed high interest, engagemenet and likability across the broad and core TA

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

Nestle in general promote Good Food, Good life, promoting health. That, combined with a TA of the Nesquik campaign, the ideas created combined both the gaming factos which is relevant to the age group, and at the same time promote an active live. All games required some action to be made inorder to participate, whether through cycling, or running.