Cannes Lions

NESTLÉ

McCANN WORLDGROUP INDIA, Mumbai / NESTLE / 2014

Case Film
Supporting Images
Case Film
Online Video
Online Video
Online Video
Presentation Image
Film
Online Video
1 of 0 items

Overview

Entries

Credits

OVERVIEW

Description

When Nestle India decided to do its first ever corporate campaign in India in 100 years of its being in the country, we decided to do something good for people known most for their goodness – Mumbai’s Dabbawalas. These 5000 Dabbawalas deliver home cooked food daily to over 2 lakh Mumbai citizens. We went to every single one of them and delivered them back a Goodness box full of Nestle food items. And from here started the journey of unprecedented PR for this campaign. Because we didn’t just execute this one-of-a-kind activation, we also shot it. And then put this content on YouTube. Rest was magic. It was lapped up by Twitter, blogs, portals, you name it. While on YouTube itself, it fetched over a million views, reaching a massive number of Nestle consumers with our “Share your goodness” philosophy at a negligible cost.

Execution

Once the “Nestle Goodness Box” went viral on YouTube, Twitter wasn't far behind. People started tweeting about this unique "goodness activation" and soon it spread to blogs and media portals. And this integrated the pull of the audience towards this content. Clocking over a million views on YouTube and counting. So this is how this unique direct marketing event conducted with 5000 people took our “Share your goodness” message to over a million direct Nestle consumers.

Outcome

After going stupendously viral on YouTube, Twitter rallied and amplified the conversation around this corporate content. People started tweeting about the goodness of the idea, its inherent simplicity and a seamless use of a sensitive subject like adoption. Soon all this buzz around sharing of goodness spread to blogs and media portals. Ensuring we clocked over 6 million views on YouTube and counting. With a staggering number like that, the video clearly made Nestle synonymous with “goodness” with the consumers thereby meeting the challenge that we started with.

Similar Campaigns

12 items

Flavor Inspiration

OGILVY, New york

Flavor Inspiration

2018, NESTLE

(opens in a new tab)