
Agency	Imagency
Creative head	Anton Melnikov
Author of idea	-
Product	Nestle Fitness cereals
Description	Dear experts, please watch the video of our project «Nestle «Fitness 14 days": youtu.be/uOA8IHuYQ3w The objective was to increase sales of Nestle 'Fitness 14 days» - a premium product for women who want to be fit and look after their shape. Today there are hundreds of different diets and weight loss programs . And all of these programs fail in motivating women to make the first step to lose weight. So it was our challenge to organize a campaign that would face the insight of what could really motivate women to start buying Nestle 'Fitness 14 days». There is an insight - what women really want is to be fit and sexy so that men like them. Women make up a lot of excuses not to do fitness (like lack of time or money) but in most cases the reason is just laziness. So we found something that would motivate them enough for workouts: men. We made men come straight to women. To start trainings with one of our characters it was enough to buy a box of breakfast cereals Nestle Fitness, find a promo-code inside the box and activate it in a special app on Facebook or VK. Tens of thousands of women spent 14 unforgettable days with three wonderful trainers - a temperamental macho, an oriental yoga master and a joyful joker. Women liked these men. They could feel like real women with them. They asked them questions, flirted and even made their moves on them, while exercising with them and eating Nestle Fitness breakfast cereals. To increase program effectiveness, the trainer set up nutrition program and exercises according to the individuality of each participant, based on her parameters: height, weight and age. Women felt attractive and spent great time with our trainers while following the eating and exercise regime with Nestle 'Fitness 14 days». The motto of our campaign was 'Nestle Fitness – - your figure is in our hands'. Results: 52 091 promo-codes were registered 190 918 users have installed our application 32 649 people were discussing the program in social media and invited their friends to participate and 35 245 shared the apps on their walls Each trainer received about 50 questions a day from the participants of the program (not including the comments to the photos and messages) Nestle Fitness sales increased by 25% in September-December 2012 (according to Nestle data) All together the participants have lost nearly a ton of excess weight ...
Team members	Anton Melnikov (e:mg group, CCO), Ilya Martynov (e:mg group, Digital Director), Evgueni Tatarnikov (e:mg group, Digital Creative Group Head), Alexey Chernov (e:mg group, Digital Production Director), Evgeni Lukashenok (e:mg group, Art Director), Ivan Bakhvalov (e:mg group, Digital Manager), Victor Kurastikov (e:mg group, Copywriter), Elena Gorokhova (e:mg group, Designer), Ninel Kascheeva (Imagency, Account Director), Rustam Abidov (Imagency, Account Manager)

← previous next →

← back to the category