CAMPAIGN-I: Nestle's Nesquik to target children with fun interactive site

Nestle is gearing up to launch a pan-European online marketing

initiative for its Nesquik milkshake brand, through online agency

Zentropy Partners.



The interactive marketing initiative will target children online,

attempting to get them to interact with the brand through the web.



The site, nesquik.co.uk, targets children aged between seven and ten

years old and aims to associate Nesquik with everyday, recreational

activities for children.



The initial version of the site encourages children to build their own

tree house, using cartoon-style animation. Children using the site can

choose, among other things, the colour of the tree house walls and roof,

the shape of the window and who inhabits it.



Interactive stickers are also a part of the strategy. There are six

different ones to collect and when placed in the online sticker album

they become animated. They also interact with each other when placed

side by side.



The activity will run across most of Europe, and is to be supported by

offline advertising. Matthew Day, the senior brand manager at Nestle UK,

said: "The strategy is to be really interactive and provide frequent,

relevant content, so we're confident kids will keep involved with the

brand."



Zentropy's Andrew Mason and Andrew Tonkin were the art directors on the

campaign. Matthew Greenhalgh was the interaction director and Andrew

Leszczyski and Fabio Fabrizio were the technology directors.



Zentropy Partners, which counts Compaq and Interbrew among its clients,

is part of McCann-Erickson.



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