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Title: Back to School!

Touchpoints Entry Title: Back to School! How Nestlé helped Moms get their kids excited about the new school year. Back to School! Touchpoints Entry Challenge:

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Title: Back to School!

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  1. Touchpoints Entry Title:Back to School! How Nestlé helped Moms get their kids excited about the new school year.

  2. Back to School! Touchpoints Entry • Challenge: • It’s a new school year. No more holiday fun, but serious studying…no wonder moms are stressed out. To build affinity with mothers Nestlé reaches out to them at this point. • The Idea: • A Kid’s Planner was sent to 52,000 households. Every page has a fresh feel, like a brand new day. Childish doodles and colourful stickers add charm. Wake-up times change subtly through the weeks, so that the earlier start to the day is introduced gently to the kid’s routine. A cute Nestlé cartoon boy "accompanies" the Kid throughout.

  3. Back to School! Touchpoints Entry This Kid’s Planner reached out to both parent and child. It encouraged them to work through this exciting time together, and helped to strengthen the parent-child bond.

  4. Back to School! Touchpoints Entry Kids responded with enthusiasm. Moms requested for more planners… one said her playful child had learnt discipline through this fun device.

  5. Back to School! Touchpoints Entry • Results: • A telemarketing survey of recipients showed:  100% agreed the Planner had helped their kids prepare for going back to school  98% said the Planner had helped their kids look forward to going back to school more  100% said they were surprised and delighted by the Planner and it made them feel appreciated by Nestlé. • A potentially difficult time had been transformed into a pleasant, manageable and fun experience. • Awards: • New York Festivals 2005 - Finalist

  6. Touchpoints Entry Title: Back to School! Office: OgilvyOne worldwide (Kuala Lumpur, Malaysia)    Creative Director(s): Andy Greenaway/Lee Siew Tin   Art Director(s):  Tay Kok Khuan     Copywriter(s):  Lee Siew Tin / Benjamin WooClient / Brand:Nestlé Malaysia Sdn Bhd / multibrand Industry Sector: Consumer Food Services  Media: Direct MailTouchpoints Entry #: (to be completed by administrators)

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