Agency Brief

PROJECT:

Consumer National Promotion BABY FOOD & GUM

FROM:

Ioana Alexandrescu

CC:

Andreea Hanceriuc

DATE

27 November 2016

Attn: Oana Serban

TO: Mercury 360

CC: Alina Bolfos

Raluca Brinzoiu

Pages: 4

Consumer National Promotion BABY FOOD & GUM

Period: 1 February 31 March 2013
Objectives:

Strengthen Value Market Share for Baby Food, over 53.5% (now 53% MAT 2012), and JUNIOR, over 39% (now
38.1% MAT 2012)

Increase sales during promotion with 20%

Reach 50.000 promo entries

Strategy:
Clearly differentiate our positioning by turning JUNIOR Growing-up-Milk and NESTLE Baby Food into the greatest
experience both for mother and child.
Tactic:
Develop a local campaign based on the Philippine creative frame: memorable song & dance about growing up.
Give moms the chance to interact with the brand through a consumer promotion, encouraging mothers to send movies
of their kids doing the growing up dance so that they can win a prize.
http://www2.sahabatnestle.co.id/HOMEV2/main/dancow/download_j.aspx
Background:
In the last years, Nestle organized successfully National Consumer Promotions with high growth impact on sales and
market share.
The most successful promotion was in Jan-Feb 2011 which brought the biggest number of promo entries, 56.527.
The success drivers for this promo were:
-

Atractive big prize and hourly prizes

Dedication of sales force in placing the promo materials

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Promo Period:
9 weeks; from 1st of February until 31 March 2013

Participating products:
All Baby Food products + NESTLE JUNIOR

Mechanics:

Send between 1st of February - 31 March 2013, the receipt number containing the participating products & movie
with their growing up dance, the through Website (promo banner on www.nestlebaby.ro which will redirect to
www.laptejuniorpromo.ro the official site for the promo communication & promo registration )

Agency job:
1. Develop the promo concept & Key Visual, prizes idea
2. Develop TV Tag animation with BO Bear (no filming of children)
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Agency Brief
3. Propose innovative ways of booths where children can record their dance on the spot and participate to the
promo
4. Decline the Key Visual for the consumer & trade materials & website

5. Ensure promo logistics:

o

Promotion Official Regulation

Consultancy on notification

Entries Report

Lucky Draw Logistics

Prizes dispatching

Timing:
- 3 December 2012 : agency to deliver the first promo concept & design
- 17 December 2012 : agency to deliver the DTPs & decline the promo Key Visual on trade materials and
Website
- 20 December 2012: Nestle to approve materials
- 27 December 2012 : Nestle to produce the materials

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- 15 January 2013 : Nestle to send materials in trade for implementation
Budget: to be discussed
Ioana Alexandrescu
(Sent via mail)

Confidential

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