Maverick

Nestle Ice Cream Summer Launch

Presented on 15 May 2012 by

WHATS THE

BIG IDEA!

Objectives

• The objective of the event is to announce the new products for summer, inform the delegates of the planned activities, promotions and communication campaigns, but also to motivate and energise the sales team for the season ahead.

• To communicate the four product categories being launched in a memorable and exciting way.

• The four products are: Impulse (handheld), Kids, Take Home (tubs) and Multipacks presented by the respective brand managers.

Creative Methodology

Nestle Ice

Cream

Engage

Educate

Inspire

Indulge

Event Methodology

• Engage – We engage with the audience through active participation

• Educate – Through interaction, knowledge is conveyed together with the brand principles

• Inspire – Create a atmosphere that will inspire and excite the audience

• Indulge – Through experiencing the brand and the various ice cream flavours that will be revealed

THE CONCEPT

The Concept

• The mission is to explore a strange new world, to seek out innovation in the way that we inform the delegates about the new products being launched.

• The concept is formulated to appeal to the ‘inner child’ of the delegates and to evoke a creative and excited feeling about the products.

• We bring you:

‘Amazing Things Happen Out of the Blue Wonderland’

The Concept

• Our venue space and event setting will take place inside garden wonderlands. E.g. Botanical Gardens.

• The delegates will walk from the parking lot through pathways that will lead them to where the event space will be. All the while marvelling at the beautiful gardens around them.

• Our Blue brigade will facilitate the walking experience in a fun and interactive way. Guiding the delegates to the event space

• We will incorporate our animated blue brigade throughout the event.

BHP BILLITON

JHB Community Event 4TH DECEMBER 2007

Presented by MAVERICK EXPERIENCE EXHILARATOR (PTY) LTD

0 - 9 Year Games

.

The Concept

• Because ‘AMAZING THINGS HAPPAN OUT OF THE BLUE’ a colourful wonderland will appear in front of them. It will feel like they have discovered this wonderland that no one knew about.

• Amazing Things Happen Out of the Blue Wonderland will be fun and colourful in nature.

• Delegates will be transported to a magical world of sweets. Being in that creative space, we hope that the delegates will immediately feel excited about the launch about to take place.

• The Amazing Things Happen Out of the Blue Wonderland is fun; its colourful; its exciting; it makes you feel like running around and experiencing everything that you see in front of you.

PRE EVENT

INVITE

Invites• Save the date will be sent out a month and half before the

first event• Electronic invites will be sent out to the guests a month

before the event • Nestle will handle all RSVP requirements• Physical invites take the form of an ‘Blue Ticket’ to the

Amazing Things Happen Out of the Blue Wonderland. This will be presented in an envelope format for the delegates.

• The invite is printed and delivered to Nestle HO three weeks before the first event.

• These will then be distributed internally and sales team would deliver to their clients- e.g. the distributors, merchandisers

SAVE THE DATE

ELECTRONIC INVITE

Invite/ Mailer

PHYSICAL INVITE

THE EVENT

OUTSIDE THE TENT

Candy Floss & Popcorn Machines

Buffet Food Station

Food Stations

The Ice Cream Experience

• An Amazing Things Happen Out of The Blue Ice Cream van cut out will be set up outside and this is where the guests sample various ice cream products.

• This will be done for all the Nestle Ice Cream Categories• It is important to treat the guests to the ultimate ice cream

tasting experience.• We want all guests to leave the venue feeling enlightened and

inspired by the new products being launched.

INSIDE THE TENT

Table Decor

• Inside the tent the guests are greeted by an array of colourful sweets and fun elements that make up their table deco.

AV AND STAGE

AV and Stage

• The room will feature a small centre stage for speeches and technical will take the form of scattered large 60” plasma’s to carry all product info and AV

• Sufficient audio will fill the room.

• The TV screens will be mounted onto cut outs of ice cream vans. This is to create an cool element to the stage set- to fit in with the theme.

Menu

MC

• The MC will drive the event and create excitement around the activities planned for the delegates.

• The MC will be required to be dressed as the ‘mad hatter’ so to add to the overall theme of the event.

• Our MC will be student actors from one of the regional universities drama departments. They will be one of the top actors from each department and we will be in communication with them during the script and content production of the events.

Mad Hatter MC

ACTIVITY

Activities

• The activities are incorporated into the presentations and product reveals.

• We believe that they will keep the guests entertained and the guests will at the same time experience the Nestle Ice cream products.

• All four senses will be engaged- touch, sight, smell and taste therefore creating a highly effective product launch.

Content Delivery & Product Interaction

Impulse (handheld)

• During the brand managers presentation, they will be interrupted and ‘OUT OF THE BLUE’

• Blue Morphs will ride into the Bedouin tents on Nestle branded Ice Cream Bikes (supplied by the client).

• They will hand out the new Impulse (handheld) product to delegates for their immediate consumption.

Kids

• During the brand managers presentation on the Kids Ice Cream product reveal- he will also be interrupted ‘Out Of The Blue’

• A loud bell will be rang and 20 pre-schoolers will rush in and hand out the Kids Ice Cream Product to the guests for their immediate consumption.

• Exciting and animated music will play loud on the speakers. • The kids will be from a neighbouring pre- school. We would

like to give them hampers for their help.

Take Home (Tubs)

• During the brand managers presentation he will also be interrupted ‘Out of the Blue’ by the blue brigade.

• The Blue Brigade will run in and place the Tubs on the tables and the guests are handed branded plastic Nestle Ice Cream Scoops (Supplied by the client)

• The MC will run a competition for the guests to see who can build the tallest Ice Cream Sundae

• The winning table will win a hamper from Nestle Ice Cream.

Multi Packs

• Each table will have a blue balloon centrepieces. Unbeknownst to the guests, each balloon will have a ticket inserted inside it.

• During the brand managers presentation he will also be interrupted ‘Out of the Blue’ by our blue brigade. They will run into the venue handing out pins to all the guests.

• The speaker will then inform the guests that they should pop the balloons and the guests who finds the Blue Ticket will win a Nestle Ice Cream Hamper.

• We will have about 5 blue tickets for each event.

Project Dates and RolloutDATE REGION VENUE TEMP RAINFALL TIME

11 JULY PORT ELIZABETH VICTORIA PARK Min: 7 degreesMax 20 degrees

20% chance 13:00

13 JULY CAPE TOWN THE COMPANIES GARDENS

Min: 7 degreesMax: 17 degrees

27% chance 13:00

18 JULY DURBAN DURBAN BOTANICAL GARDENS

Min: 11degreesMax: 24 degrees

25% chance 13:00

29 JULY JOHANNESBURG EMMERENTIA BOTANICAL GARDENS

Min: 7 degreesMax: 26 degrees

20% chance 13:00

Running Order

• 11h00- 12h00 Technical Rehearsal• 12h00-12h30 Event Ready • 13h00- 13h45 Guests arrive and blue brigade entertains them as

they walk from the parking area to the event spaceGuests are served at the buffet food stations

• 13h45 Guests are seated• 14h00 Nestle MC welcomes guests• 14h05 Presentation Starts• 15h30 Presentation Ends• 15h35 Guests are served Dessert- Nestle Ice Cream• 16h30 Event ends• 17h30 Breakdown starts• 21h00 Breakdown Ends

Running Order

• Please find the Running Order attached.

Budget Estimate

• Please find the Budget attached.