Nestle felix 360

NCP

Agency task:

To develop NCP campaign for October-November based on existing Big Idea

Connect NCP with felix-club.ru – propose activationsfor felix-club.ruTo develop promo mechanics to deliver campaign targets and develop stickers design (sticker should be very visible). Please calculate risks of these mechanics. There is no opportunity to print code inside the packTo propose relevant channels for codes registrationTo develop relevant prizes

NCP campaign

2

Women: 25-45, middle income.

IN (Indulgent Nutritionists) consumers are constantly seeking taste variety to please their cats.

IN consumers want to provide their cat with a food that not only tastes good, but looks as though it’s been homemade (not processed).

Target audience

3

Whiskas activities are usually focused on the product and not on a consumer. This brand also doesn't build long-term relationships with customers. That's why building long relationship and making strong emotional engagement are top priority for Felix.

Main competitor -Whiskas

4

Creative concept

Феликс — это талант!

ConceptWe all consider our pets as the most clever, brave and mishievous. And a combination of cleverness and mishief is very often a talent itself.

We all like to watch videos with cats that are miscievous and full of energy. But are the same time we are very surprised to know that these videos have a lot of views because our own pet is much more talented.

We offer every cat who eats Felix to become a famous catblogger the whole country will know about.

7

Key Visual

8

Key Visual

9

Mechanics

Buy packs with stickers Register on a web site

Collect points Get prizes

Participate in a creative contestUpload a video on a promo website

Collect sharesWin a star on Felix «Walk of Cats»

10

Mechanics collect and getBuyers purchase promo packs with stickers and register on felix-club.ru website where they enter stickers' promo codes. They earn points and then change them to prizes. The more points they get, the more valuable prize they can choose.

11

PrizesBuyers can collect points and change them to prizes:

10 codes - furminator30 codes - cat food month's supply50 codes - comfortable pet carrier

12

Digital prize

Every buyer who has entered promo code gets a funny e-card that he can print or share in social media.

13

Website's gameA game is available to registered users who has entered sticker's promo code.

Try to take a picture of Felix by moving camera lens.

Do you really think it's so easy to catch our mischief?

After winning a user earns few points that will help him to choose better prizes.

www.felix-club.ru

УСПЕЙ ПОЙМАТЬ ФЕЛИКСА В КАДР

ЗА 30 СЕКУНД

Начать

14

StickerWe will place a sticker on every pack (a promo code will be hidden beneath scratch layer inside the sticker) so buyers can earn points on the promo website and change them to prizes.

АКЦИЯfelix-club.ruПризы ждут тебя!

15

Creative contestWinners can also participate in a contest where they will have to upload a video of their talented pet on the promo website and post it on their pages in social media. A video that gets more shares (there are statistics on a promo website) will take its cat to «Vecherny Urgant» TV show and gets him a personal star on Felix «Walk of Cats».

Felix «Walk of Cats» is a walk in one of Moscow parks that has stars with names of the most talented cats.

16

promo websiteBuyers can upload their videos on the promo website.

After publishing a user must place it on his page in social media (sharing it from promo website).

On a website there will be a table where one can see the amount of reposts (a special robot will collect this information).

17

«Vecherny Urgant» TV showA video that gets more shares and approver by Felix jury will get a pet's owner to Ivan Urgant's TV show and make his pet famous. The owner will tell about favourite Felix taste and about making of the video.

On this TV show there will also be a special broadcast from Felix «Walk of Cats» - a place where every cat wishes to have a personal star.

18

Felix «Walk of Cats»We suggest to open a real Felix «Walk of Cats» in one of Moscow parks. Every year the most talented and mischievous cat liked by the whole country will get his personal star there.

19

CAT YOU SOON