BEAT THE HEAT by J. Walter Thompson Johannesburg for Nestle

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BEAT THE HEAT

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Industry Ice cream & Cold desserts
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market South Africa
Agency J. Walter Thompson Johannesburg
Creative Director Ben Du Plessis, Ronnie Malden
Art Director Chris Wellard, Sasha Whyte
Copywriter Grahame Finnemore, Nare Mokgotho, Julia Rutherford
Producer Heather Smith Harvey
Photographer Fahdol Na Nakorn
Account Supervisor Davina Wertheimer
Released December 2009

Credits & Description

Category: Ambient: Small Scale Special Solutions
Advertiser: NESTLÉ
Product/Service: ICE CREAM
Agency: JWT JOHANNESBURG
Executive Creative Director: Ben Du Plessis
Creative Director: Ben Du Plessis/Ronnie Malden
Copywriter: Grahame Finnemore/Nare Mokgotho/Julia Rutherford
Art Director: Sasha Whyte/Chris Wellard
Account Manager: Kim Cupido
Account Supervisor: Davina Wertheimer
Advertiser's Supervisor: Zaba Mazibuko
Illustrator: Na
Typographer: Na
Photographer: Na
Producer: Heather Smith
Date of First Appearance: Dec 15 2009 12:00AM
Entrant Company: JWT JOHANNESBURG, SOUTH AFRICA

Description of Ambient execution
The Brief We know that the more we remind people of ice cream the more they buy ice cream. We were briefed to create a promotional item that will make Nestle Ice Cream top-of-mind (no pun intended, we swear) during the summer holiday season. The Idea We got one of South Africa’s top young fashion designers to design a sun hat using something that we have a lot of – Nestle Ice Cream sticks. The hats were handed out at sporting events, beaches and at water adventure parks during peak summer holiday season. The Results Compared to figures of promotional activities at the same events last season, we saw an average per capita sales figure rise of 13% and exceeded our target by 115%. We received hundreds of phone calls and e-mails from people wanting to know where they can buy these hats. We even received a request from a national clothing distributor wanting to know if they can stock the hats. The hat was featured on more than 20 international trends and innovation websites and appeared in several major South African fashion publications. And, just like our product, our hats created thousands of smiles.