2007 AWARD WINNER
BEST ”ONE-OFF“ MEDIA INNOVATION
CAMPAIGN - Upholding Secret Women’s
Business
AGENCY - ZenithOptimedia
CLIENT - Nestlé
SPONSORED BY
OBJECTIVES
Chocolate is perceived as a secret
indulgence - it’s Secret Women’s
Business. Nestlé’s ice cream brand
Heaven wanted to get in on the
secret, to promote its new range of
chocolate, and talk to women as
their girlfriends do. ZenithOptimedia
knew peer-to-peer drives brand
success, and so word-of-mouth was
the most powerful touch point.
Heaven ice cream had sold well
for a decade, but only had 2% topof-
mind awareness. Now Heaven
was adding premium chocolate
bars and blocks to its range.
With a high mark-up, the “indulgent”
category could be lucrative, and
the top-end of the market was
growing. But it was an incredibly
competitive category, and Heaven
would be yet another brand extension
on the crowded confectionary shelf.
ZenithOptimedia had to establish
Heaven as an indulgent brand
while launching the “connoisseur”
range of chocolate.
The target was 5% unprompted
awareness of Heaven chocolate
bars and blocks and $12 million in
sales by end of 2006.
CAMPAIGN
“Upholding Secret Women’s Business”
set out to make women privy
to Heaven’s “secret” (its new
product). Nestlé expected a mass
broadcast launch but Zenith-
Optimedia wanted to “whisper” the
secret to Heaven’s core target,
before telling anyone else.
So, in a category-first, 93,000
women - high-value customers from
the Nestlé database - were sent a
DM pack, containing a chocolate
treat, showcasing the Heaven range.
Then, to lift the lid on the secret,
ZenithOptimedia looked no further
than Desperate Housewives - a
show all about secret women’s
business and a must-watch for the
target audience of 30 to 45-year-old
women.
A program sponsorship was not
enough, however, so Zenith-
Optimedia created live interactive
TV to share Heaven’s secret
indulgence - a media-first.
During the program preceding
Desperate Housewives, people were
told to turn on their computers.
Then, in the first ad break of
Desperate Housewives, Heaven’s
web address was announced.
The first 1,000 people to log
onto the site and enter their details
would have a Heaven Pack
delivered to their door, during
Desperate Housewives.
Later in the program, footage of
drivers delivering the Heaven Pack
to viewers’ doors was shown. For
those who missed out, the Yahoo!7
microsite was streaming exclusive
and unseen scenes from Desperate Housewives - allowing Heaven to
share yet more “secrets”.
RESULTS
Heaven’s total sales hit $16.6
million, exceeding the $12 million
objective) and 83% brand awareness
was achieved. Spontaneous
awareness was 12% versus the
5% target.
Heaven had even higher levels of
advertising awareness than Cadbury
Dairy Milk (66% versus 63%).
JUDGE’S COMMENTS
“Brave and difficult to do but
the agency pulled it off. A strong
insight lead to innovative thinking
right through to execution. An
innovative mix of channels broke
category convention.”
|
