GOOD CHANGES, GOOD LIFE by W/Brasil for Nestle

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Industry Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market Brazil
Agency W/Brasil
Released April 2009

Credits & Description

Category: Best Use of Branded Content
Product/Service: BRAND PROMO
Agency: W/
Date of First Appearance: Apr 20 2009 12:00AM
Entrant Company: W/, São Paulo, BRAZIL
Chief Executive Officer: Paulo Gregoraci
Account Director: João Jote
Account Director: Cristina Haynes
Media Manager: Fabíola Sidorenko
Marketing Director: Izael Sinen (Nestlé)
Executive Manager Wellness Strategic Unit: Célia Suzuki (Nestlé)
Coordinator Wellness Strategic Unit: Juliana Lofrese (Nestlé)
Ad Sales Vice President: Raul Costa (Discovery Networks)
Sales Executive: Daniela Levy (Discovery Networks)
Media placement: TV- Casting Call Spots - Discovery Channel, Discovery Home & Health, Animal Planet, People & Arts - 20 April 2009
Media placement: TV - Experts and Tips Capsules - Discovery Channel, Discovery Home & Health, Animal Planet, People & Arts - 1 June 2009
Media placement: TV - Good Changes, Good Life Show - Discovery Home & Health - 19 October 2009
Media placement: Internet - Good Changes, Good Life Show - Discovery Home & Health Site - 19 October 2009
Media placement: Mobile TV - Mobile - 25 November 2009
Media placement: Magazine Ads - Veja SP, Veja RJ, Saúde, Contigo, Corpo a Corpo, Dieta Já, Vida Natural, Viva Sa - 1 September 2009
Media placement: Internet Ads - Discovery Home & Health - 1 October 2009
Media placement: SMS - SMS - 02 November 2009

Results and Effectiveness
Nestlé’s main focus was to show they are committed to consumer's quality of life. The project reached 15 million people and helped reinforce Nestlé's positioning of a nutrition, health and wellness company, aligned with its global communication platform. Results could be measured through studies* that shows that the brand image attributes grew, comparing to the period before the project, such as: - Offers products that make part of a balanced diet (+24%) - Invest heavily in scientific nutritional research & development (+11%) - Committed to continuous product development (+13%) *Source: Corporate Equity Monitor - IPSOS.

Creative Execution
To start “Good Changes, Good Life”, spots calling families to participate in the casting by entering the channel's website aired on TV. In order to guarantee the credit that the SES-part doc-reality needed, three experts were hired: a nutritionist, a general practitioner and a physiologist. The team had the task of keeping the family motivated during the process of changes. Later, tune-ins for the show and capsules presenting the experts cast aired on all Discovery networks and on the Internet. The show with the whole evolution of the family aired on Discovery Home & Health, together with capsules hosted by the experts giving NHW tips sponsored by Nestlé flagship products. The project was supported by magazine and online ads and SMS services where consumers could find tips to be healthier. A mobile channel was created, so viewers could follow each step of the family wherever they were.

Insights, Strategy & the Idea
Nestlé's global strategy is to be recognised as the leader company in Nutrition, Health and Wellness (NHW). Research shows that more than 80% of Brazilian consumers are aware that having a good diet impacts directly in their health; however, they find difficulties to integrate good habits to their everyday lives. To support Nestlé's corporate strategy came the idea to develop a project that could help consumers to adopt healthy habits. Based on branded content, a doc-reality production was created, featuring a middle SES family with sedentary routine and bad nutrition habits, opened to accept changes in order to have a better life. The show was produced and broadcast by a pay TV channel with focus on health. For the client, it was a different opportunity to transmit their NHW strategy. And for the consumers, the chance of receiving this content in an educative and fun way, based on real situations.