Title | JOG FOR TWO LIVES |
Brand | NESTLÉ |
Product / Service | MOBILE APPLICATION |
Category | B05. Fundraising, charities, appeals, non-profit organisations, public health & safety, public awareness |
Entrant | PUBLICIS SHANGHAI, CHINA |
Entrant Company | PUBLICIS SHANGHAI, CHINA |
Advertising Agency | PUBLICIS SHANGHAI, CHINA |
Name | Company | Position |
---|---|---|
Eric Vervroegen | Publicis World Wide | Global Chief Creative Director |
Sheena Jeng | Publicis China | Chief Creative Officer/Copywriter/Planner |
Akae Wang | Publicis Shanghai | Executive Creative Director/Art Director |
Ivan Liu | Publicis Shanghai | Creative Director/Copywriter |
Angela Ann Antonio | Publicis Shanghai | Associate Creative Director |
Jincheng Li | Publicis Shanghai | Art Director |
Kurt Yang | Publicis Shanghai | Copywriter |
Kevin Yuan | Publicis Shanghai | Copywriter |
Hanna Han | Publicis Shanghai | Designer |
Lijuan Huang | Publicis Shanghai | Producer Head |
Alex Xie | Publicis Shanghai | Editor |
Peng Xie | Publicis Shanghai | Editor |
Cenri Chen | Publicis Shanghai | Account Director |
Nicole Xue | Publicis Shanghai | Account Executive |
Bill Wang | Publicis Shanghai | Managing Director |
Brandon Lee Menhuan | Publicis Shanghai | Digital Creative Director |
Evan Xie | Publicis Shanghai | Digital Tech Director |
After long-term sponsorship of running sports, Nestle Water owns a group of sports fans who care about water quality and are willing to spend more on water. The key is to maintain the relationship and engage with them on the emotional level. Our goal is to raise their engagement level and feel positive toward Nestle Water home delivery.
Form the research, consumers who exercises more, are willing to pay more for water; to encourage their exercise meanwhile to do charity is one of the best way to raise brand image and sales. Also for linking with purchase behavior, all participants need to purchase the Nestle Water Home Delivery product in order to download the QR code.
How to raise the passion of running while simultaneously bringing the value of sports without interfering their activities? An APP is designed to connect the disabled and runners. After scanning the QR code on the Nestle Water package, all runners can easily check the APP to learn who needs any grocery shopping help on their running routes. Target the registration of 500-1000, we received 1311 registrations from existing 50,000 households within two months’ time. By Jan. 2014, the NWHD sales increased 12%. All actual response rates and outcome were 50% higher than expectation.
There is no tracking studies but 18399 tasks have been achieved and shared in Weibo. The total forwarding reaches 470,000 times, and nearly has negative comments. The overall investment is around 30,000 Euro including APP executions and QR code printing; but with 1.9 million Euro sales increase.