Chinese consumers go bananas for playful Nestlé BenNaNa ice cream promotions

11 May, 2012


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Digital campaign by Ogilvy Beijing’s cross-discipline Social@Ogilvy team Media strategy by Mindshare

BEIJING — Nestlé Ice Cream and Social@Ogilvy, a cross-discipline team of social experts from OgilvyOne and Ogilvy Public Relations in Beijing, have launched a fun and exciting digital campaign to promote BenNaNa, a peelable, banana-shaped ice cream, in mainland China. The playful two-part campaign consists of a microsite (http://bnn.qq.com) based on the kid-friendly theme of a magical island conceptualized and created by OgilvyOne. The second part is a hugely popular corporate Sina Weibo account (http://weibo.com/nestlebnn) complete with bespoke funny videos created and managed by Ogilvy PR that has seen close to three million users share posts or upload their own BenNaNa pictures.

BenNaNa Ice Cream is an unusual ice cream stick that is eaten just like a real banana. The
playful eating experience starts when you take a bite from the top of the peelable jelly shell,
which you then roll down like a banana skin to reveal a delicious ice cream core.

Ogilvy PR conceptualized and manages Nestlé BenNaNa’s Sina Weibo account which
entertains visitors with amusing stories of BenNaNa’s magical peelability and invites them to
share their own BenNaNa stories through posts and pictures. Popular Sina Weibo hashtags
such as #LegendaryNestléBenNaNa and #EatingABananaWithoutSpittingOutTheSkin
spread the joy of peeling and eating a BenNaNa Ice Cream and encourages users to share
their own jokes and experiences. “BenNaNa” was ranked as the number one trending topic
on Sina Weibo two weeks after the official Weibo account launch in March 2012 and has
since been ranked among the top 10 Weibo searches a total of seven times.

“The early buzz generated from Social@Ogilvy’s Nestlé BenNaNa digital campaign has
been phenomenal! We’re thrilled with the playful magical island concept, performance and
collaboration among agencies, and the Weibo results have already led to soaring sales in
mainland China. These really laid the groundwork and generated lots of excitement ahead
of the microsite launch,” said Olivier Jakubowicz, Business and Brand Development
Manager at Nestlé Ice Cream Business Unit.

Colleen Cheng, Senior Vice President and National Group Director, Corporate Marketing,
Ogilvy PR Beijing, said, “With the overwhelming amount of crazy and playful content that
is streaming in everyday from BenNaNa Weibo fans, our team has been having too much
fun working on this microblog! Now after only a few weeks of social media engagement,
Nestlé has effectively recruited more than three million happy and active online brand
ambassadors that are helping us to spread the word about the most fun snack we’ve seen in
ages!”

In addition to the social media promotion, OgilvyOne’s media agency partner Mindshare
tapped social networking giant QQ as the digital platform that would host the interactive
microsite. Set against a fun tropical island backdrop full of monkeys, the microsite is packed
with animated BenNaNa Ice Cream games that encourage netizens to earn QQ’s virtual
currency, learn magic tricks and vote to win prizes.

“The peelable, edible skin is the most exciting part of BenNaNa Ice Cream so this was our
key selling point. To highlight this unique eating experience, we created a colorful and
whimsical theme for the microsite that piques your curiosity and is massively interactive. The
result is an entire digital campaign of light-hearted fun that appeals to the young and the
young at heart,” said Lily Tung, Managing Director of OgilvyOne Beijing.

Running through the hot and sticky summer season, the BenNaNa microsite will be live
from April-September 2012 and the Sina Weibo account will be keeping fans entertained
until summer 2012.


CREDITS
Project title: Nestlé BenNaNa Ice Cream Launch Digital Campaign
Client: Nestlé Ice Cream
Brief: Create a digital campaign to build Nestlé Ice Cream’s brand by leveraging the launch
of BenNaNa, the world’s first peelable ice cream
Creative agency: OgilvyOne Beijing and Ogilvy Public Relations Beijing
Executive Creative Director: Darren Crawforth
Creative Director: Funky Cao
Account Management: Lily Tung, Vivian Liu, Julia Brown
Art Director: Anthony Sun
Copywriter: Allen Feng
PR agency: Ogilvy Public Relations Beijing
PR Team: Colleen Cheng, Susan Yin, Elsa Liu, Celine Li, Lily Zeng
Creatives: Huanyue Liu, Avvy Jiang, Spring Lv, Ice Liang
Media agency: Mindshare
Exposure: Digital

For photos or more information, please contact:
Sarah Guldin
Ogilvy & Mather China
sarah.guldin@ogilvy.com  
+86 (10) 8520 6552

About OgilvyOne Worldwide
OgilvyOne Worldwide is the strongest, most experienced and most highly awarded one-toone
marketing network in the world, with over 120 offices in 50 countries. It provides clients
with a full range of direct, consulting and interactive services to deliver profitable customer
relationships. The roster of clients is equally balanced between global clients including
American Express, Cisco, IBM, Lenovo, Nestlé, SAP and Unilever, and leading clients in
our local markets. OgilvyOne Worldwide is a unit of Ogilvy & Mather (www.ogilvy.com), a
WPP company (NASDAQ: WPPGY), one of the world's largest communications services
groups.

About Ogilvy Public Relations
Ogilvy Public Relations (Ogilvy PR) is a global, multi-disciplinary communications leader
operating in more than 80 offices across six continents. In 2011, Ogilvy won more Cannes PR
Lions than any other agency worldwide, was named Global Digital/Social Consultancy of
the Year by the Holmes Report, won Specialist Agency of the Year in Asia Pacific
(Campaign Asia), and won the WPP global, top award (WPPed Cream, Crème de la Crème)
for the fourth time in five years. Ogilvy PR integrates deeply with all Ogilvy & Mather
disciplines (advertising, direct marketing, activation, promotional, digital and
entertainment) through the proprietary Ogilvy Fusion™ approach to delivering
comprehensive, business solutions through content creation, community building, and
communications with measurable results. Ogilvy PR is a unit of Ogilvy & Mather, a WPP
company (NASDAQ: WPPGY), one of the world's largest communications services
groups. For more information, visit our Web site at www.ogilvypr.com or follow us on
Twitter at @ogilvypr.

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