Nestle Ambient, Digital, Case study 4 DAYS OF SUCCESS by ZenithOptimedia Moscow

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Industry Chocolate, Business equipment & services, Corporate Image
Media Ambient, Digital, Interactive & Mobile, Case study
Market Russia
Agency ZenithOptimedia Moscow
Released February 2008

Credits & Description

Advertising Agency: ZENITHOPTIMEDIA , Moscow, RUSSIA
Date Of 1st Implementation: 12/02/2008
Advertising Agency: ZENITHOPTIMEDIA , Moscow, RUSSIA
Name Company Position
Igor Ilin ZenithOptimedia Senior Internet Planner/Buyer
Anna Voskhodova Nestle Russia Senior Brand Manager
Anatoly Medynsky Nestle Russia Consumer Promo & Progressive Media Manager
Dmitry Unkin Unikcom Project Manager
Type of Media Date of 1st Implementation Media Placement
On-Line Campaign - button 12-15 February 2008
Describe the communication goal for this entry and show how your innovative media strategy represents a new, consumer insights based approach.
The objective was to establish Nestle Tenderness as a perfect gift for any occasion. Traditional media are cluttered with chocolate advertising before holidays. With Nestlé Tenderness chocolate we moved from TV with 99% penetration to Internet with 25% penetration. For younger consumers staying in touch with their friends is crucial, and social networks in Russia are growing at unprecedented pace.
We developed a 4-day online communication campaign for the brand prior to Valentine’s Day. With “Schoolmates”, the No 1 social network uniting 1/3 of Russians online, we created a unique greeting tool for their users – Nestlé Tenderness E-VALENTINES. Every member received a personal button in their profile providing an opportunity to send a customized message to their sweethearts.
Show how the creative execution enhanced the overall impact of the effort and engaged the consumer.
A small button was integrated into the site menu that looked like a part of the interface. By clicking it users could create and send personalized e-valentines for any type of relationship: first love, romance, friendship, office affair. Many site members used this valuable tool to greet several (or even all) of their friends.
Show how the media idea travelled across different touch points and successfully reached the target audience.
With growing popularity of social networks, old schoolmates get in touch. But after initial contact it can be hard to find topics for conversation.
Nestle Tenderness e-valentines provided a perfect opportunity to show your friends you care without hassle.
For our target audience it was a relevant, timely, stress-relief greeting solution - another reason to connect with friends and sweethearts.
Show how the execution maximised the value of the investment and generated business results
17% click-through rate vs. 1% worldwide norm.
250 clicks a second, 100 times a standard click rate for advertising at “Schoolmates”.
The same number of impressions (115,000,000) on TV require 8 times more money or 3 years in magazines!
Client will continue this project for all festive occasions.