Con seis premios Effie, Nestlé se consagró como referente del marketing en Chile

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-Campaña de Nido “Día de la madre” ganó el Gran Effie, además de ser reconocida con “Oro” en las categorías Engagement/Fidelización e Interactivos.

 

Nestlé fue el indiscutible ganador de los Premios Effie 2016, al recibir seis reconocimientos en distintas categorías, incluyendo el Gran Effie por la campaña “Día de la madre”, de Nido.

El premio es el principal reconocimiento de marketing en nuestro país y actualmente se realiza en 34 países de Europa, Asia, América del Norte y Sudamérica. Según señalan sus organizadores, si una campaña tiene una estrategia basada en un notable insight, creatividad sobresaliente, y sus resultados de mercado prueban su éxito, entonces califica para ganar un Effie.

La campaña “NIDO Día de la Madre” ganó -además del Gran Effie-, “Oro” en las categorías Engagement/Fidelización e Interactivos. MAGGI se adjudicó un Effie en la categoría Extensiones de Línea, con el lanzamiento del caldo cebolla-ajo. TRITON obtuvo plata con la promoción “Todo por los Rollings” y “Dulce Receta Nestlé” ganó bronce en la categoría Interactivos.

Francisco Frei, Gerente de Comunicaciones y Asuntos Corporativos de Nestlé Chile aseguro que: “Es una alegría y un gran orgullo ver que el trabajo que día a día hacemos en conjunto con nuestras agencias, teniendo al consumidor en el centro, se valora y reconoce de manera tan importante. El Gran Effie y los Effies obtenidos nos reafirman que hemos sabido conocer y conectar de manera empática y efectiva con el nuevo entorno. Logros como éstos, de los cuales estamos muy agradecidos, nos animan a seguir innovando y sorprendiendo a nuestras audiencias a través de una comunicación y un marketing de excelencia”. 

El éxito de Nido

El corto cinematográfico “Nido Día de la Madre (ver video aquí) realizado por la agencia McCann Erickson, buscó duplicar los logros de la pieza del año 2015 y aumentar la cercanía con los consumidores. El resultado fue un crecimiento en 10 puntos del indicador “Marca con la cual Ud. se siente más cercana”.

Bárbara Bräuchle, Consumer Marketing Manager de NIDO Lácteos, señala que “Este año, la campaña “El otro nacimiento” refuerza el valor del amor de mamá a través de la historia de una adopción. Así quisimos demostrar que el amor maternal es tan grande, que logra traspasar los lazos sanguíneos. Esto ha permitido a NIDO mostrarse como una marca inclusiva, contando una historia a través de una temática tan importante y emocional como la adopción”.

La campaña no fue concebida como un spot de TV, sino más bien como un corto cinematográfico y, por lo tanto, el lanzamiento fue tratado como un estreno de película, generando expectativas a través de una campaña teaser previa.

“El éxito fue contundente; esperábamos que nos fuese bien pero superó ampliamente nuestras expectativas. La clave del éxito se construyó a través de todas las etapas del desarrollo. Desde la idea, la selección de los actores (era clave que generaran cercanía con la audiencia), el trabajo con la productora y la agencia creativa mano a mano, estar presente en la filmación constantemente, etc. Pero más que nada, contar con una historia creíble, real y de una emocionalidad importante. Una historia con la que se identificó la audiencia y generó empatía con la temática de la adopción”, explicó Bräuchle.

Lo anterior, agrega, “se refuerza con la imagen y cercanía que tiene la marca NIDO hoy en Chile con las madres, con fuertes credenciales en lo que respecta a representar el amor de mamá, que trasciende generaciones, apoyándolas en entregar la mejor nutrición a sus hijos a través de las diferentes etapas de desarrollo”.

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