Nuts Print BOOKS by J. Walter Thompson Moscow

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BOOKS

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Industry Bars
Media Print, Magazine & Newspaper
Market Russia
Agency J. Walter Thompson Moscow
Copywriter Andrey Kashtanov
Designer Alexander Medvedev
Released January 2012

Credits & Description

Category: Best Use of Guerilla Marketing in a Promotional Campaign
Advertiser: NESTLÉ ROSSIYA
Product/Service: NUTS CHOCOLATE BAR
Agency: JWT RUSSIA
Chief Creative Officer/Copywriter: Ivan Chimburov (JWT Russia)
Creative Director/Art Director: Andrey Shtapauk (JWT Russia)
Copywriter: Andrey Kashtanov (JWT Russia)
Designer: Alexander Medvedev (JWT Russia)
Client Services Director: Ekaterina Kazakova (JWT Russia)
Account Manager: Olga Pototskaya (JWT Russia)
Strategic Planning Director: Andrey Slepchenko (JWT Russia)
Account Director: Daria Brazhnikova (JWT Russia)
Media placement: Ambient (self-created 'books') - Cafes, canteens, Moscow subway, University - 20 January 2012

Describe the objective of the promotion.
Promo was done to introduce to teenagers - our target audience - to the new improved recipe of NUTS bar.

Describe how the promotion developed from concept to implementation.
We used an ‘ambush’ strategy. The bait for this ambush was a book 'How to enjoy hard and low-paid job', seeded at Universities, cafes and canteens visited by our TA. Actually it is a nightmare for them – 'hard and low-paid' job with such a visual. They would do anything to avoid it. That’s why they took the book… And we offered them a simple pleasurable solution on a bookmark – 'OR… charge your mind with NUTS'. At that time our promo-squirrel appeared, offering them the new improved NUTS bar, which they willingly accepted.

Explain why the method of promotion was most relevant to the product or service.
Physical jobs are not aspirational today in Russia; an office position is a dream. No teenager wants to work physically – hence one has to be in University and regularly pass the exams or one can lose everything. So we made our promo during exam period (end of Jan-Feb) and offered them a simple choice: to learn in a hard way 'How to enjoy hard and low-paid job' or just 'Charge their mind with NUTS'.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Overall brand campaign for NUTS resulted in +5% sales for February-March 2012 vs 2011. Core image attribute for NUTS ‘stimulates brain activity’ grew by 3.9%.