ironation2 SEES

Experience Design led Brand Campaign

Nestle Ironation 2.0

Nestlé S.A. is a Swiss transnational food and drink company headquartered in Vevey, Vaud, Switzerland. It is the largest food company in the world, measured by revenues and other metrics, since 2014. It ranked No. 64 on the Fortune Global 500 in 2017 and No. 33 on the 2016 edition of the Forbes Global 2000 list of largest public companies.

Nestlé's products include baby food, medical food, bottled water, breakfast cereals, coffee and tea, confectionery, dairy products, ice cream, frozen food, pet foods, and snacks. Nestlé has 447 factories, operates in 194 countries, and employs around 339,000 people.

The Challenge

How does one market a product that holds 99% market share?! How does one captivate imagination in a new way for a product that has been around for a hundred years?! How does one communicate believable Science to an audience that knows it all?! These were but a few challenges that came along with the brief and the objective was to build an immersive and engaging programme along with content, using high technology and #eventtech. Another challenge was to replicate the programme in 4 Cities covering the 4 regions of the country but with the identical experience.

Our Solution & Outcome

A first for our Client in India, the project was approached with cautious optimism at their side. With high investments and higher hopes of how it will be received, the tension was palpable all through the project management phase. SEES Core project team teamed up as One, with the PR Advisory Company of our Client in jointly creating Content and curating the best suited technologies for a truly immersive experience.

IRONATION 2.0

With the success of the IRONATION 1.0 Series, the SEES team was called in to curate along with the Event Budget & Brand Owners and the PR Agency team, to further the envelope, in terms of impact, reach, messaging, Technology, Engagement etc. With buoyed budgets and confidence amongst the Client and Team, we set out to curate from scratch, the content, flow and experience design of the IRONATION 2.0 set of events that travelled cross the length and breadth of the country, 16 Cities, touching a total of 3800 HCPs in the process. A campaign of this magnitude, that is thought provoking, Science centred, experiential was a ground breaking attempt, and has since lead to many a successful campaigns within the Company and beyond.

State-of-the-art #EventTech like SEES/hub product Slido, 3D Projection mapping, Touch-Interactive Table Top Applications, Digital Signage, 3D Synchronized LIVE Dance Act with LED Projections, High production values, multiple AVs in different styles like Infographic, Recorded content, 3D anaglyph, etc. made this a campaign on an epic scale, reaping results that consolidated the brand’s positioning via increasing the market size itself and turning audiences into Believers and Advocates as long term strategic benefits.

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