Cannes Lions

FOODS

McCANN-ERICKSON BRASIL, Sao Paulo / NESTLE / 2002

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Overview

Description

Take the greatest number of people to participate in the promotion and consequently increase the consumption of Nestle products.Increase brand's share of mind and direct the attention to Nestle key products. The partnership of Nestle and the communicator and businessman Silvio Santos, through the programme Show of the Million, is going to be the biggest promotion of 2002.The entire negotiated amount with the TV network has converted into media space to be used not only for the promotion disclosure but also for the Nestle products; costs were lower than in the ones performed in the market.We are making use of other means of communication such as radio, for all the Brazilian capitals with the testimonial of the most representative communicators of each city as well as outdoor and magazines.Aiming to increase coverage as well as frequency, we negotiated with other TV networks for the disclosure of the campaign and product placement action in the main programmes. With all our efforts we were able to increase significantly the coverage levels and make a great event of the promotion. Last year, when Nestle had just turned 80 in Brazil, a promotion was made to commemorate the company's birthday and to increase product sales, 80 houses were raffled to the consumers.Nestle needed something different that could bring together the consumers. The agency presented a promotion proposal called "Nestle Show of the Million", with the participation of the so-called Brazilian TV programme. Several media simulations were made in order to find its best use and to negotiate its insertion in the TV programme, aiming for investment optimisation together with the maximum visibility of the client. The Show of the Million programme is presented by the most famous communicator in Brazilian television who is also an owner of the SBT TV Network (Silvio Santos).He did not accept even the ordinary merchandising actions, only spot insertions in the commercial breaks and, at the utmost, sponsorships.After some meetings, we were able to put into practice the project, or better, the programme adjustment, keeping the original structure with some changes, for the participation and prize-giving of Nestle consumers.It is an unusual event at the TV networks that brings the client a great satisfaction, increasing the relationship among those involved.This action startedon March 19th and will go on until August 18th 2002 - it is going to give the biggest prize of the Brazilian promotions.

Execution

Last year, when Nestle had just turned 80 in Brazil, a promotion was made to commemorate the company's birthday and to increase product sales, 80 houses were raffled to the consumers.Nestle needed something different that could bring together the consumers. The agency presented a promotion proposal called "Nestle Show of the Million", with the participation of the so-called Brazilian TV programme. Several media simulations were made in order to find its best use and to negotiate its insertion in the TV programme, aiming for investment optimisation together with the maximum visibility of the client.

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