Brand | UNITED FOR HEALTHIER KIDS |
Product/Service | NESTLÉ UNITED FOR HEALTHIER KIDS NUTRITION CART |
Entrant | GEOMETRY GLOBAL Dubai, UNITED ARAB EMIRATES |
Category | Point of Sales, Consumer Touchpoints & In-store Collateral |
Idea Creation
|
GEOMETRY GLOBAL Dubai, UNITED ARAB EMIRATES
|
Additional Company
|
MEMAC OGILVY Dubai, UNITED ARAB EMIRATES
|
Background
In the UAE, obesity is twice as high as the global rate.
Balanced meals and healthy eating isn’t new news. We’ve seen these campaigns before and people have become borderline numb to the different brand messages.
What we needed was an entry point into action that speaks to both kids and parents alike.
After going through Carrefour’s shopper footprint report,
we identified that over 65% of shopping missions happen in the presence of children.
So our objective was to target those families with kids and influence their shopping behaviour.
Budget was practically non-existent.
But the cause, in itself, was big enough to create partnerships. As a result, media space in Carrefour was offered for free, along with the accompanying touch points.
We proposed a practical, pragmatic and modular design solution that required minimal intervention and could be implemented in Carrefour nationwide.
Describe the creative idea (40% of vote)
Carrefour had relatively obsolete mini shopping carts for kids.
Because there was no real reason for anyone to use them besides for the quirkiness associated with it.
And by being mindful of our budget limitations, we decided to turn those forgotten carts into the solution.
NUTRITION CART
How we transformed a forgotten in-store item into a vehicle of healthy shopping for children.
A kid’s trolley designed to reflect the balanced food requirements recommended for children in the UAE.
To maximize the impact,
We mapped the entire shopping journey.
Rebranding all the aisles that make part of the healthy intake for children.
And turned the shopping experience into a journey for our little shoppers.
Encouraging them to make healthier choices at the moment where it mattered most.
Describe the execution (40% of vote)
Key elements of the design that are integrated into the cart design are:
Effectiveness: a clear design, that triggers a behaviour, in this case based on the children's active learning of filling spaces and matching colours.
Functionality: creating a non-invasive solution fitting the natural environment of the supermarket, creating the maximum impact with no disturbance for the user.
Pleasing to the eye: creating a colour coding system for the cart that facilitates navigation of the different sections of the store, allowing kids to complete a balanced shopping journey.
We realized, early on our design process, that the cart itself needed a context incentivizing its use, and facilitating the navigation of the supermarket. So we re-designed the wayfinding system of the store- so kids could easily identify which products from which food group/section correspond to which section of the cart.
Collaterals, and POSM design follow a singular, educational journey.
List the results (20% of vote)
150 carts
+15,000 family interactions
+7,000 repeated visits
+9 tonnes of fruit and vegetables sold
+95k impressions on social media
All of this in only 8 weeks
Credits
Nick Walsh |
Geometry Global Dubai |
Managing Director |
Elias W Bassil |
Geometry Global Dubai |
Strategic Supervision |
Julian Hernandez |
Geometry Global Dubai |
Executive Creative Director |
Katerina Bazalova |
Geometry Global Dubai |
Management |
Logan Allanson |
Memac Ogilvy |
Creative Director |
Tomas Lavagno |
Geometry Global Dubai |
Creative Lead |
Tiago Bastos |
Geometry Global Dubai |
Senior Art Director |
Andre Marchesi |
Geometry Global Dubai |
Senior Art Director |
Mauricio Sanaiote |
Geometry Global Dubai |
Creative Director |
Nicolas Garcia |
Geometry Global Dubai |
Art Director |
Tom Norton |
Geometry Global Dubai |
copy |
Sachi Ediriweera |
Geometry Global Dubai |
Designer |
Adrian Mutescu |
Geometry Global Dubai |
strategy |
Mona Hassanie |
Geometry Global Dubai |
Strategist |
Owais Faruq |
Geometry Global Dubai |
Group Account Director |
Rola Al Badran |
Geometry Global Dubai |
Senior Account Manager |
Darine Maalouli |
Geometry Global Dubai |
Producer |
Uli Stanke |
Geometry Global Dubai |
Production Lead |
Jimmy Mardikian |
Geometry Global Dubai |
Graphic Designer |
Fadia Al Dandachi |
Memac Ogilvy |
Account Director |
Zeena Ismail |
Memac Ogilvy |
Strategy |
Jonathan Jay Lee |
Geometry Global Hong kong |
Art Director |
Anastasia Simone |
Geometry Global Hong kong |
Copywriter |
Maram Ashour |
Memac Ogilvy |
Art Director |
Alaa Nour |
Memac Ogilvy |
Account Manager |
Ishana Tolani |
Memac Ogilvy |
Group Account Director |
Maya El Kai |
Memac Ogilvy |
Arabic Copywriter |
Aliza Siddiqi |
Memac Ogilvy |
English Copywriter |