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Objective

To show Nestlē cares for the Myanmar people even during the covid crisis

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Challenge

With deteriorating financial challenges faced by people because of the pandemic, how can Nestlē position themselves as a helping hand to the people?

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Insight

Authenticity and cares goes more than just words, the act of care and encourage for their wellbeing will prove more.

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Execution

As a brand whose archetype is a caregiver, we alighed this trait with whats happening during the pandemic and discover the biggest challenges faced by our consumers; finance. With this information, we were able to create a biggest campaign by Nestlē in Myanmar, by introducing a lucky draw campaign for everyone with the grand prize of 100 lakhs every week for the winners. This does not only shows how Nestlē appreciates the long run support of Myanmar consumers, but also an act of giving helping hands for people that were suffering from financial hardship due to the pandemics. To reach nationwide, we also collaborate with radio stations in Myanmar to spread the words of this campaign.

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Outcome

The campaign soon unravel with success and mass attention especially to the rural regions of Myanmar than the urban regions. The engagement skyrocketed online due to the consistent winner announcement that was done on Facebook live every single weeks. No only that, this campaign helped save lives of more than 100 households in Myanmar proving that this was unlike any sales campaign that were done in Myanmar.

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Result

• First sales campaign done by Nestlē with all of its brands in Myanmar

• First Offline to Online campaign in Myanmar that integrated with Facebook Chatbot.

• Over millions of awareness and interaction from customers online.

• The campaign extended for another month due to the surge in demand

• Hundreds of household's lives were improved because of this campaign.