Together with Ogilvy Brasil, actions were carried out in partnership with JCDecaux and will be highlighted on CPTM, on the Av. Paulista clock and on social media
Nestl presented the last phase of the “Nestl Viajar Faz Bem” promotion and, for publicity, it invested in OOH media to impact the public.
In partnership with Ogilvy Brasil, the brand came from a sequence of pieces that have been broadcast on open TV, social networks and 30 strategy actions.
In the case of advertising via OOH, the actions were produced in partnership with JCDecaux and will be highlighted in the CPTM train wrap formats, the traditional Av. Paulista clock and OOHfake on the brand’s social networks. The mediums have the shape of Nestl’s award-winning suitcase, and in some cases, such as the watch, the suitcase was around 1.70 meters high.
The promotional films, which have as their soundtrack the song “Voyage, Voyage” by the band Desireless, show consumers transported to various destinations, such as the Iguau Falls, Resort, mountains, water park and amusement park.
The idea was designed to draw consumer attention, showing that dream vacations can be realized by winning the promotion, in addition to seeking everyone’s engagement and participation in the campaign.
“With this campaign we created practical scenarios in the physical environment, through art direction, which merged with the background in an organic way. We also worked on the photography direction, in a natural and harmonious way for each situation, which allowed us to create even more feeling of mixture between the virtual and physical environment”, highlighted Teco Cipriano, executive creative director at Ogilvy.
