The Campaign

Nestlé China approached us aiming to positively influence the perception of their brand as one that contributes to people living healthier lives. At the same time, campaign budgets were low so we knew we had to get creative and think outside of the box. While smart home devices had already got a foothold in more mature markets like the U.S., the excitement in China was only just igniting. We knew we could use this wave of excitement to drive a PR buzz for Nestlé. Our idea: Develop the world’s first smart home nutrition assistant that could help people to answer the increasing number of questions they have about nutrition, health and wellness in real time. Its name: Nestlé XiaoAi.

Creative Execution

Introducing the world’s first smart home nutrition assistant: XiaoAi. The idea came to life in many forms:? • As content in over 1,000,000 DingDong smart home devices that had already been sold on JD.com • As a physical smart home device that was sold on JD.com • As an asset in our PR event and paid media campaign about XiaoAi, which showcased Nestlé’s commitment to creating a healthier future. We teamed up with China’s biggest smart home device developer: DingDong, who already had over 1,000,000 devices in the market. Alongside DingDong and Nestlé’s nutrition, health and wellness experts, we developed thousands of questions that would answer the most frequently asked questions about nutrition, health and wellness. Answers were given to questions such as: • What kinds of breakfasts are nutritionally balanced?? • How much water should I drink on a daily basis? • What are the pros and cons of drinking coffee? The questions and answers were uploaded into the cloud of all 1,000,000 already sold devices. When asking questions that were related to any of our answers, customers would hear the answer with our sound branding “provided by Nestlé” at the end of the answer. Next, we developed a Nestlé packaged and branded edition of the device, called “XiaoAi”, that was sold on JD.com. The device was activated by saying “Nestlé Nestlé” instead of “DingDong DingDong”. When launching XiaoAi on JD.com, we invited press from across China to our big launch event. Being the first food & beverage company treading new ground in AI, we secured media coverage in mainstream media such as China Daily, tech magazines and food & beverage related media. Additionally, we introduced XiaoAi to a wider audience through our OTV.