NESTLÉ TEMPTATIONS MATCH MAKER

TitleNESTLÉ TEMPTATIONS MATCH MAKER
BrandNESTLÉ PHILIPPINES
Product / ServiceNESTLÉ TEMPTATIONS ICE CREAM
CategoryB01. User Experience Design (UX)
EntrantNUWORKS INTERACTIVE LABS, INC. Pasig, THE PHILIPPINES
Idea Creation NUWORKS INTERACTIVE LABS, INC. Pasig, THE PHILIPPINES
Production NUWORKS INTERACTIVE LABS, INC. Pasig, THE PHILIPPINES

Credits

Name Company Position
Lourdes Batac NuWorks Interactive Labs, Inc. Associate Strategy Head
Anton Da Rocha Nuw Interactive Designer
Carissa Vicencio NuWorks Interactive Labs, Inc. Social Media Executive
Soi Ping Chew Nestlé Philippines, Inc. Nestlé Ice Cream Business Executive Manager
Marie Nicolette Dizon Nestlé Philippines, Inc. Nestlé Ice Cream Consumer Marketing Manager (Team Lead)
Paolo Miguel Molina Nestlé Philippines, Inc. Nestlé Temptations Consumer Marketing Manager
Jeffrey James Saez NuWorks Interactive Labs, Inc. Chairman and President
Michel Hil Ng NuWorks Interactive Labs, Inc. R&D Director
Tomas Ross de Leon III NuWorks Interactive Labs, Inc. Operations Director
Alexis Asual NuWorks Interactive Labs, Inc. Creative Technology Developer
Patricia Bautista NuWorks Interactive Labs, Inc. Client Servicing Director
Mary Carmilou Castro NuWorks Interactive Labs, Inc. Account Manager
Marie Erica Gomez NuWorks Interactive Labs, Inc. Account Executive
Sandra Sulit NuWorks Interactive Labs, Inc. Creative Officer
Servando Perasillo NuWorks Interactive Labs, Inc. Associate Creative Officer
Maria Margarita Constantino NuWorks Interactive Labs, Inc. Copywriter
Jessilyn Aspiras NuWorks Interactive Labs, Inc. Art Director

The Campaign

Creative Bio-analytics Technology in the New Era of Shopper Marketing Following the success of "The Happiest Break Up", a purely digital campaign with a battle cry to "Stop settling, break up with the mediocre in your life, and Say Yes to your happiness.", Nestlé Temptations took the challenge of staking a claim on the transformative power of ice cream in relationships, and “the heart’s desires”. In line with the message to pursue what the heart desires, we wanted to help consumers find their new love after “breaking up” with mediocrity. So came the question, “Can a machine tell you what your heart desires?” Introducing the “Match Maker,” a creative technology combining biometrics with analytics. Technologists coordinated closely with cardiologists, neurologists, and psychologists as we sought to tap into that raw, human emotion of desire, to entice unsuspecting consumers to try the new premium line of ice cream.

Creative Execution

Deployed in high-traffic supermarkets in Manila Central Business Districts, the Match Maker is the first-of-its-kind device that uses biometrics to determine your heart's desires - when it comes to ice cream. As users placed their hands in the Match Maker’s pulse meter, biometrics were captured and analysed instantly as enticing food porn visuals of the product were shown. Statistical correlations were instantly derived that told users which Nestlé Temptations flavour her heart “said yes” to. Step by Step Guide to Using the Match Maker: 1. User is asked to relax for a few minutes to clear the biometrics data and avoid misreads and misinterpretations. 2. As soon as user is in a relaxed mode, she is places her hand on the pulse meter 3. User then watches “food porn” microvideos on the screen, depicting the different flavors and ingredients of the Nestlé Temptations range 4. Significant spikes and rise in the biometrics of the consumer are then correlated to their preferred flavor. Micro-fluctuations of blood flow to the face are also monitored via an infrared camera to guarantee accuracy 5. A printout is given to the user, indicating which flavor her “heart said yes” to, while also doubling as a discount coupon for a tub of Nestlé Temptations, redeemable at point of sale. In a true marriage of science and marketing, the Match Maker delivered a highly engaging and personalized sampling experience. Users found the machine's interface easy to navigate, and the microvideos absolutely eye-gasmic, proving that simple science and bio-analytics can revolutionize advertising in this creative, innovative, one-of-a-kind experience. Results: - Doubled average sales at participating point-of-sale deployment venues - Conversations and engagement on the campaign’s “Match Maker Machine” which was also featured in some of the country’s digital forums and conferences such as the Adobo Magazine Festival of Ideas.

Links

Video URL   |   Supporting Webpage