The idea behind the Nestlé Heart Warmer promotion is to celebrate life’s moments, both big and small, with someone you care about over a hot Nestlé beverage.
This retail campaign was created to drive a significant uptake of volume in-store and rewarded consumers with a chance to win their share of prizes up to the value of R1 million.
Key Messaging
Art Direction & Photography
Promotional Mugs
To amplify the promotion, it was proposed that we create an activation where people could win a limited edition Nestlé Heart Warmer mug. This idea was designed to drive repeat purchase, since a variety of mugs was available.
Website, Facebook and CRM/SMS
Trolley & Basket Branding
Retailer Broadsheet
Tactical Product Showcase & Wobblers
To drive incremental sales, we placed Nestlé hot beverage point-of-sale with “companion products”. Items such as milk, biscuits and sweets – things that naturally go together with Nestlé hot beverages.
This is an excellent example of tactical cross-merchandising.
Product Showcase & Wobblers, Price Point Indicator & On-Pack Device
The proposed competition mechanic was a simple but effective “peel-and-reveal” that would give consumers a unique code to enter via USSD.
Activation:
The Nestlé promotional stand was a space where consumers could instantly redeem their free mug after a purchase of any two participating Nestlé products at the nearest retail store, e.g. Pick n Pay.
The area also provided for product sampling, allowing consumers to take a break from their shopping and enjoy a well-deserved mug moment. Consumers were offered 2 free samples (for themselves and a partner) each.
The area was set up outside or inside major malls and event spaces using modular elements that were easy to assemble and dissemble, allowing activators to scale the activation up or down to suit the space.
Activation Plug In 1
Consumers who had purchased two participating products were allowed to treat themselves to a Nestlé beverage at the pop-up shop area. A camera mounted above each table allowed consumers to capture and share their Nestlé Mug Moment with a selfie.
Activation Plug In 2
To celebrate Women’s Day, it was proposed that consumers who had purchased two participating products would receive a blank mug that they could decorate with messages and pictures to give to the special woman in their life.
This was a tactical activation that could work inside and outside of Women’s Day.
Activation Plug In 2
It was proposed that a consumer could have his or her caricature printed on their very own mug in a special carry-bag…
… An interactive touch-screen unit allowed consumers to capture and share their Nestlé Mug Moment caricature with their friends.
Trade/Wholesalers
To incentivize bulk buy amongst trace, the mechanics were customised to appeal to this specific target market.
Entry Form & Entry Box
Trade Presenter for Store Manager
CREDITS
Executive Creative Director: Margarita Karvouniaris
Strategy: Chad Nelson
Creative Directors: Mahen Reddy, Albert de Andrade, Erasmus 'Bart' Sihin
Creative Group Heads: Tracy Ellis and Claudia Sharbel-Fahry
Art Direction: Tracy Ellis, Claudia Sharbel-Fahry, Irene Mouzouris, Craig Herzberg, Rhodé du Plessis, Suraj Dhunraj, Lize-Marie Swan, Juanita Matias
Creative Group Heads: Tracy Ellis and Claudia Sharbel-Fahry
Art Direction: Tracy Ellis, Claudia Sharbel-Fahry, Irene Mouzouris, Craig Herzberg, Rhodé du Plessis, Suraj Dhunraj, Lize-Marie Swan, Juanita Matias
Illustration: Jonathan Campbell
CopyWriting: Dawn Franke, Alistair Mathie and Nick Prinsloo.
CopyWriting: Dawn Franke, Alistair Mathie and Nick Prinsloo.
