Nestlé wanted an action to generate impact and visibility and to enhance brand experience at the first edition of the SWU (Starts With You), a huge music festival with a focus on sustainability. The brand was the main supporter of the festival; it wanted to get closer to the 150 thousand people who attended the event, and thus it needed to generate brand experience by connecting its image to the discussion about sustainability. The agency created the Sustainable Ferris Wheel, an attraction moved by the energy generated by five bicycles. More than 40 thousand people took part in the action and 2 thousand pedalled to generate energy. The success of the action took it to Brazil’s main TV networks, websites, newspapers and social networks. The impact reached more than 30 million Brazilians and generated about US$4,500,000 in spontaneous media.

Event: SWUDate: October 9, 10 and 11, 2010To make sure that the action was going to flow smoothly, we asked ourselves:What can we do to guarantee the safety of the participants?The agency hired a team of engineers, mechanics, firemen, security experts and producers who were responsible for keeping the wheel working perfectly during the 3 days of the event.Why would people want to pedal?People would certainly want to be on the Ferris wheel and enjoy an amazing view of the event, but we needed to offer them some kind of benefit so that they would want to generate energy on the bicycles. So we installed cell phone and iPod chargers on the bikes. This way, users could recharge their gadgets while powering the wheel.

- US$4,500,000 in spontaneous media- US$0.00 spent on paid media- 40,000 participants- 2,000 thousand people pedalled to generate energy- 400 thousand mentions in social networks (Twitter and Facebook)- 94% of these mentions were positive- 3,860 hits on Google- 140 spontaneous videos on YouTube- More than 30 million Brazilians were reached