Developed by Publicis, the campaign was created from data analysis and consumer behavior studies
Ninho will launch its Mother’s Day campaign that highlights the power of listening at the Fantástico intermission, this Sunday (1).
Developed by Publicis, the campaign brings the tin phone as a symbol of the theme. The film aired on TV will tell the story of a mother who divides herself to balance the attention between two children, and reinforces how active listening can transform the life of the child and the whole family.
“We want to promote this discussion by connecting with the public through common situations, such as the case of this mother, who is divided among her children. In a light and moving way, the film portrays that active listening is nothing more than listening and understanding with the heart”, explained Fabio Astolpho, Executive Creative Director at Publicis.
The campaign will have different points of contact as a network of digital influencers to enhance its reach and will consist of content on social networks, digital pieces, activations, OOH, media in all states of the Northeast on open TV and strong digital media. national.
The brand will also have a promotional pack with two cans of the product and a string for influencers and journalists to produce their own tin phone and encourage consumers to do the same, in addition to offline actions that reinforce the theme in São Paulo and the Northeast states. .
“The tin telephone is a simple symbol of active listening. It is a toy, a playful communication tool and can even be made with the product itself. The objective is to create a connection with the public, taking such an important theme to people’s homes with lightness, respect and love”, added Astolpho.
According to Stephanie Arnesen, Director of Dairy at Nestlé, the insight of active listening emerged based on the analysis of consumer behavior, with information obtained from the brand’s content portal and from the ‘Steps and Mismatches of Early Childhood’ study. , available on Globo’s Gente platform and presented to Nestlé with the Consumer Insight team.
According to one of the data from this study, 76% of children demanded more attention during the isolation period and 90% of family members and guardians were happy to spend more time with their children.
“The study reinforces the importance of active listening, not just speech, but children’s signals in the parent-child relationship, and respect for people’s individuality,” explained Arnesen.
