| Title | 100 YEARS OF NESTLE |
| Brand | NESTLÉ PHILIPPINES |
| Product / Service | NESTLE CORPORATE IMAGE CAMPAIGN |
| Category | B01. Corporate Information |
| Entrant | ZENITHOPTIMEDIA Makati, THE PHILIPPINES |
| Entrant Company: | ZENITHOPTIMEDIA Makati, THE PHILIPPINES |
| Media Agency: | ZENITHOPTIMEDIA Makati, THE PHILIPPINES |
| Name | Company | Position |
|---|---|---|
| Venus Navalta | Zenithoptimedia Philippines | Chairman |
| Dinna Zaratan | Zenithoptimedia Philippines | Aor Head |
| Sandie Lucas | Zenithoptimedia Philippines | Investment Director |
| Christine Borillo | Zenithoptimedia Philippines | Media Director |
| Glecy Arada | Zenithoptimedia Philippines | Corporate Media Director |
Over 5% of the adult population voted for their favourite film. 4.3 million YouTube views. Number 1 branded YouTube channel in The and Philippines Number 1 Nestlé YouTube channel in the world. US$10 million in free airtime donated by media partners. Nestlé Philippines achieved the highest trust ratings ever at 81%. Nestle won Philippines Advertiser of Year 2011.
The grand celebration was hinged on “inclusivity” much like a well-knit family bonded by common experiences. Everyone, from A-Listers to ordinary Filipinos participated in the multimedia celebration. Instead of an exclusive deal, we ingeniously partnered with the two biggest networks bringing the films to six major screens: TV and cable, free cinema (a first), internet, mobile TV and DVDs. The celebration kicked-off with a grand launch featuring the country’s major celebrities and Nestlé endorsers in the biggest program sponsorship ever. To promote the films we produced TV plugs featuring the actors plus customized vignettes with celebrities sharing their own personal stories of growing up with Nestlé. The short films were shown in cinemas across the country for free enabling the public to watch and vote for their favorite Kasambuhay film which later on aired as a two-hour special on primetime television. All this made possible thru our media partnership.
For 100 years, Nestlé has been part of Filipino families’ lives – lives enriched since childhood via experiences with Nestlé brands. Nestlé, in celebration wanted to thank Filipinos for bringing their products into their homes and allowing them to be part of their lives. Deep and fulfilling inclusivity with family, friends and relationships is what defines being Filipino. Our campaign needed to leverage this fundamental truth about Filipinos in a deeper rather than the traditional 30 second TVC. This inspired Nestlé to create a short film anthology. The project “Kasambuhay Habambuhay” (Companion in life, for life) explored 10 stories featuring Nestle products reminding everyone how Nestlé has been a life companion to almost 100 million Filipinos for 100 years and told in 100 minutes. The communication task was to create buzz for the short films and emotionally connect with Filipinos who have grown up and always put their trust in Nestlé.