Презентация команды "Pretty Fly" для кампуса ИКРы 2013г. Данная стратегия была разработана и подготовлена при участии: Елена Зоркина Анастасия Шмагина Максим Корнев Дмитрий Зоркин Ролик снятый в поддержку "смерти рекламы" - http://www.youtube.com/watch?v=xBoPeQ0uIOc

1. Nestlé Kosmostars
Digital strategy

2. Advertising is dead

3. The product is Kosmostars.
It is instant breakfast for child.
We need to find solution how to sell it

4. Goals
To get to the mother's kitchen;
Become a fallback breakfast for the child.

5. eat nothing
24 %
sandwich
22 %
instant breakfast
11 %
eggs and toasts
8 %
porridge
35 %
Survey of 2371 Russian moms about
what their children have on breakfast,
2012 year, minzdravsocrazvitia

6. Competitors VS instant breakfast

7. It is Olga. She is 34 years old. She live and
work in Moscow. She is married and has two
children. Polina is 8 years old and Michael is 6.

8. Mother's morning

9. In the daily life mothers regularly use lifehacks

10. Moms of light eaters
Only healthy food moms
Modern moms
Moms that don't bother

11. Creative brief
Human true – My mother always knows the answer and
solution to any problem (in fact, ALWAYS).
Shift – When you do not know how to feed a child use the
instant breakfast.
Insight – A woman is afraid to look in the eyes of the family and
others a bad mother.
Strategic idea – An alternative solution to problems of everyday
life mothers, which is usually better than the first version.

12. Big Idea
Mother
always has
a Plan B.

13. Communication message
Be a good mother

14. The brand platform is
an application at
social network
Odnoklassniki. The
main idea of the
application is lifehacks
(read plans B)

15. Involve and customize
Pragmatic mom
Romantic mom
Warrior
mom
Peacemaker
mom

16. One year activation plan
Advertising campaign
Distribute
samples to the
moms
Talk about
health
nutrition
Plan B
Test for
moms

17. Activation "Sampling"
Goal: to get to
mothers' kitchen
Idea: Based on the
basic idea to
encourage the most
active and
successful momlifehackers, as well
as those completed
the questionnaire
promo Kosmostars.
Placement:
application on OK
and 2-3 big sites (for
example woman.ru)

18. Activation "Health"
The goal: To show
the proximity of
healthy breakfast
The idea: the
programs and
materials that help
prepare healthy and
wholesome food. 10
core courses and if
haven't enough time
then take
Kosmostars
Placement: fan page
Nestle on
Odnoklassniki and
Vkontakte

19. Activation "Test"
The goal: a simple
test mechanics to
engage moms and
show that all the
solutions are good if
you have an
alternative option
(Plan B)
Idea: The test
"What kind you're a
mom". All mothers
are good, but each
in her own way. With
the help of this test
you know what kind
mothers you are.
Placement: on the
Kosmostars site
with the ability to
share the results on
social networks

20. KPI
Amount of giving samples of
packages of cereals
10 000 packages
Coverage of all
campaign activation
5 000 000 users

21. Dank u!