Nestle Waters Home Delivery
The Brief
Nestle Waters USA has a Direct to Consumer platform for home delivery. Despite the growth of the in-home consumption trend of packaged water, the DTC business was shrinking from lack of new enrollments, as convenience was no longer a barrier to buying or consuming packaged water. Since the Service is not promoted in traditional channels -- and had no visibility on the street – we needed a powerful set of disruptors to generate interest quickly.
The Strategy
Explode the Truck
The core strategy was how do we utilize a key symbol of Nestle Waters – the Delivery Truck – as a way to communicate the program, its value, in a way that breaks convention and gets noticed. Everything on the Truck was geared toward being intelligent, responsive, aware – mobile applications, beacon integration, digital storytelling, route mapping, text messages upon delivery – all of it came together to serve as a roving, roaming “store” that popped up in neighborhoods and allowed on the spot sign up, smart ordering, and instant delivery.
Pop Up at Malls
We was Pop Ups to make commodity item like water surprising, engaging, and with a bit of cheek – a fun way to drive enrollments. With the help of technology, we created a digital form factor that responsive video that triggered campaign and content messages when a user stood in front of it. The kiosk was programmed with NFC to allows users to bump their mobile, receive a link and special offer to enroll in the service. This data collection paved the way for personalized messages long after the pop up was over.
The Outcomes
Although more CPA was higher, the Pop-up kiosk pulled in a better-quality customer than standard/ convention direct to consumer efforts, with a customer who bought more and stayed with the program longer term. Several of the technology ideas presented for Exploding the Truck made it through to senior management sign off before the effort was suspended due to shifting priorities in the Executive Team.