BACK
To understand campaign proposal put forward by the creative team, we must start from three premises:
1. The children have great imagination.
2. The Adventures arouse interest in children.
3. The Target we are addressing is amused watching animated scenes.
If we understand the above three points should be informed about the purpose of this campaign:
• Identify the children between 7 and 13 years with the characters "pets" of the new campaign proposal to Chocapic, ie with Katy and Kevin.
· Show the existing desire for children to enjoy the delicious taste of Chocapic.
• Send messages of struggle and perseverance implicit within established adventures.
· Show the characters in everyday places that despite being encouraged, let the Target relates visually to any given ad.
• If the children look like their struggle to the Cereal want to do two things:
1. Compare the ease that exists with real life to enjoy a Chocapic.
2. Make imaginative adventures to raise in their first meal of the day joy.
The techniques used to represent the proposal could make use of drawings and cartoons
advertising proposals have two clearly identifiable stages:
1. Proposal animated occurred since the grandmother Tulia proposed to achieve the Chocapic adventure until the child (Kevin) arrives at the table and lift the plate with cereal Chocapic already prepared, clear that this journey is composed a number of obstacles where tables tables are not only monsters but with characteristics of table, chairs, telephones, stairs, the vase, the dog, obstacles that must be traversed by the child, the child automatically accepts the adventure will get a cape and some super-powers .
2. The Spot close to the real part, where a child with almost the same characteristics will be encouraged at a table which falls Chocapic and start to eat, very happy, in front of him is the grandmother and her sister Katy.
What we accomplished with the interception of these two scenes is: to establish a close relationship to the experiences of children, play with the mind of those created, making fun a commercial or advertising using animation techniques inspired by the adventures For a child to make, therefore display a part of the lively commercial gives us the ability to call public attention but also exhibit a clearly identifiable in our Target. HISTORY
In a world where chocolate was scarce, some children were chosen to accept the adventure to enjoy the delicious taste of Chocapic.
A grandmother who proposed name Tulia was a fun adventure that was to reach the room where the prize was a delicious cereal, Grandma delegated the function to each child, "If you want to feel the delicious taste its delicious adventure feel" those were the wise words of the noble old.
The child accepted the proposal immediately received the information, obtained super powers and a cape, which allowed him to transform into a superhero (Super Kevin - Super Katy), the adventures that the child lived during the trip were filled with obstacles that gave them more and more energy to reach your goal. To achieve its delicious taste
Chocapic
Adventures ITEM
unimaginable
CONCEPT
A delightful adventure, adventure to enjoy the delicious taste of Chocapic, an unimaginable adventure.
CREATIVE STRATEGY
1.1 Perception of Target Children
· "It's Chocolates"
· "A little sweet"
· "Promotions misleading"
· "I do not like the dog"
· "I like her flavor
· "I like lait
· "I would like to bring other flavors
·" I do not like the shape of the box "
·" It is not known the name of the character (dog) "Mothers
1.2
·" It's good, because it is nutritious "
·" Easy to prepare "
·" He likes children "
·" contains too much saturated fat "
·" gives you energy "
·" good, because it belongs to the home of Nestle "
," are a fair price "
·" Excess sugar "
·" It provides good nutrition "
· "Support for the development of children."
1.1 Target Group Target
In the market for chocolate cereals contain almost social strata 3, 4, 5 and 6, food can be consumed by different socio-economic groups.
Despite this Chocapic producers continue to focus its products into two groups in particular:
1) Children; is possibly the biggest consumers of Chocapic and also that they are always willing to consume.
not usually require a level of product quality, what matters here is essentially the image and presentation. Children aged
ages 7 and 13 years, wanting to have fun, looking at what they buy to obtain promotions, are led by toys, animations and pictures gay, children who are studying in schools and they need the product before go to school.
This group is characterized by generally sticking to a brand, depending on what it offered, in this aspect that makes Chocapic to consumers are not "bored" is to offer innovative promotions. Consumers relate more easily to a brand thanks to the good taste of the product and secondly the low price, then there are factors such as tradition or custom which also can influence.
2) housewives, because they are the ones that made the purchase at home.
-although this is slowly changing-
Ladies who care about feeding their children.
Although this is not the target audience of the campaigns through the mass media, is a factor to be taken into account when developing the marketing communication in this regard to understand why the insistence to communicate Nestlé in the composition of its cereals to whole grain base.
If we focus again on the children, who are those on which the purchase, despite the fact that mothers are actually pay the purchase has been the target of consumer and primary Target that advertising agencies have used. You could say that the consumer is Chocapic be exquisite, and in some cases is willing to take their infant age to pressure their parents and eventually give you access to the acquisition of cereal.
When you go shopping with the elderly, children can become easily captivated by the presentation of products, promotions or anyone implement that cause attraction to his senses, if we work with "pets" that represent directly to consumers this will be a major point in our favor.
Chocapic Children think of different things, including that it is very delicious, especially when prepared with milk, are of different flavors like chocolate or fruit.
Another thought is that only see a box or a commercial feel a sense of fun generated by the color in their packaging and above all the animated characters that represent the product.
They just want to eat cereals through motivation produced by the characters (the two children and grandmother), but do not forget their taste and preparation also gives them satisfaction and confidence to ask their parents to buy the product.
other hand think they are much more palatable when they incorporated promotions that offer games and toys alluding to the animated characters or other products also think it's time to change some things cereals, for example, the traditional way leading-square-boxes and start explore other ways a little more innovative, well they were not fooled by what they offer the cereal inside the box, such as toys or accessories allusive. Regarding the product
Chocapic cereal, chocolate flavor is palatable to them, but often prefer foods that are not as chocolaty.
Mothers also play an important role in the consumer role, since they are responsible for paying for products for their children, in this case the grain. They think that food is most important for growth and development of their children.
Some believe that cereals are products that contain many ingredients that are not good for health as too much sugar, abuse for the content of the chocolate and saturated fats. Other mothers feel they provide good nutrients that not only feed their children well, but they do enjoy eating them without the help of parents.
Housewives largely prefer to be a bit more traditional about feeding their children, it is easier for them to resort to homemade food, as they feel more confidence, so think that cereals can be a bit shallow in nutrients.
mothers think that cereals should be improved in terms of nutrients, they generate a lot more confidence, which is why the product of its strategy Chocapic shows the symbol which identifies him as a grain, located in different parts box to ensure it is a product with high levels of nutrients and support the feeding of children, seeking the confidence of mothers, since the product to have a backup makes them feel safer and calmer when purchase.
Basic Idea
Expose through artistic events such as the comic, as well as the manga style adventures that only arise from a child's imagination and allow us to recreate a fun fact, which revolves around imagination and taste delicious Chocapic. The themes developed
submit the child and grain character of the situations, which will be recreated through the animation and set out the difficulties experienced by the child to access and enjoy the delicious taste of Chocapic. Reaction
In response we want to achieve, make children think that Chocapic always going to be accompanied at any time of day, reflecting which airs on TV commercials made by the company's product, in which the children themselves will struggle to access the product, offering their help and overcoming all obstacles that appear in them. The idea is that they feel the communication that conveys the character in its advertising is done in their daily lives and at any time of day you think you have to feed this to Chocapic. Moreover
consumers must believe that the product is a cereal Chocapic that over time will change, offering new proposals as, for presentation packaging, flavors, promotions for which they meet their needs, taking all your requirements and supporting seriously and honestly what the cereal offers children. Feel that
Small Chocapic cereal is always better than any other food that can be offered, as this can provide several things at the same time, in addition to the basic need for food is as delicious to know milk chocolate, sympathy and identification with the animated character and its constant product promotions found in Chocapic boxes, it will do is meet needs that other foods can not.
also feel a better relationship with the characters, as this must be recognized children waiting to find two nicer animated offering different things to which it is offering, starting with adopting a name to identify and strengthen the brand image.
The other consumer must believe that the product of Chocapic, more will evolve and will do it mainly basic need for food, but also must think that is a product that encourages encourage children to eat it, thus must understand that for them is also important motivation to eat and so this becomes part of their development.
Mothers with the passage of time should feel that Chocapic guarantee content of good nutrients in their chips, which means the symbol that is recognized as integral to be happening over time regain its status through communication grain used, acquiring the experience to take charge of building trust and loyalty by Chocapic Ladies mothers. Consumer Product
Chocapic must understand and think in these times and as they come from, the brand and dealing with food products for children, are made with surface nutrients are exceeded in calories, sugar, saturated fats, including by applying high chemical content in cereals or other foods that can be harmful to health of children. The communication is to show them a product that Chocapic balanced nurturing small and supported by standards that meet the quality standards for comparing and feel that the cereal is a reliable food that does not play with the health of their children and understand the importance of this product
Finally it is important that mothers think of how complicated it can be to prepare a homemade food for their children, for reasons of time economy, so a lazy cereal as well as nurture healthy Chocapic their children, it also provides the ease and convenience at the time of its preparation, as it is very easy and quick to help meet the need special time.
To them the future of cereals will be significant, due to developments over time feel, where there will be even more reliable and considered a basic need for food that is in many homes. But more importantly will they see all this in the Chocapic product. Sustainability
Why brand activators are children?
brand assets are children, because they are representatives of the target group, are also those who fit perfectly into the concept of adventure, as they are a group to which the adventures are synonymous with fun.
Why two sexes?
was decided to include the masculine and feminine, interpreting them through a boy and girl names Kevin and Katy, because they constitute the target group Chocapic cereal, so we tried to both boys and girls, looking to leave aside the machismo you both feel identified with the proposal of the product.
The first proposal of the animated TV commercial product will be based on the adventure and imagination of the child, the child also will participate, but not leading role, and at the end of spot, but then there will be other proposals that the girl "Katy" will star in the adventures in your head.
Why the name of children?
Kevin and Katy are two brothers who will go for his grandmother to have adventures and fantasies that are caused by the imagination of their minds, the fact of the brotherhood did the idea of \u200b\u200bassociating names looking similar pronunciation and names of siblings also are names that bring us closer to a global context.
The most important reason for children's names is because through them is to position the characters and hence the product in the minds of children, as well as of their developing identity and loyalty in terms of cereal Chocapic by his hero and heroine.
Why Tulia grandmother's name?
The name was assigned to the grandmother was "Tulia", because it is a name that identifies more in the field to the Colombian and Latin American is also a typical name for decades as the 50 and 60 people in this time with grandchildren, in other words are grandparents, so people attributed this to older people, considering by our fit to represent the grandfather appears on adventures with his grandchildren.
Why is the concept?
The concept created for the campaign is "a delightful adventure, was created because the idea is to represent the adventures that take kids out to enjoy the delicious taste of Chocapic, because the idea of \u200b\u200badventure is not over who longed to find the product so you can enjoy it.
The idea is to show the target group that despite its obstacles adventures are fun, but above all it's worth experimenting to find the product Chocapic and then eat it and taste it as a reward for having been successful adventure.
Why the design of the box?
Children today have changed from those of other ages, why increasingly more demanding and ask that the market gives them new things besides the fact that children are not prevented to see and discuss what is currently offered, because more and more interactive.
Proof of this is that in the interviews were conducted with the children about the above product "Chocapic" responded to something that should change the modifiers of milk products was the form of boxes that are packaged, and that have the same square forms provided, generating discontent in his sight and taste, their attraction focus from how are presented as the product to it.
Therefore, we prefer to try to meet this need obeying the suggestion of the target group, changing the shape of a square box by a discussion with a surface on the bottom for the maintenance of the product, so you are looking to innovate when product is on display in a gondola generate attraction highlighting and visual attribute its round design, on the other square or rectangular designs.
