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ANYWHERE BUT GERMANY
Type Of Entry: Product/Service
Category: Alcoholic and Non-Alcoholic Drinks
Title: ANYWHERE BUT GERMANY
Advertiser/Client: NESTLÉ
Product/Service: EL CHANÁ COFFEE
Entrant Company, City: PUBLICIS IMPETU, Montevideo
Country: URUGUAY
Sales Promotion/Advertising Agency, City: PUBLICIS IMPETU, Montevideo
Country: URUGUAY
Category: Alcoholic and Non-Alcoholic Drinks
Title: ANYWHERE BUT GERMANY
Advertiser/Client: NESTLÉ
Product/Service: EL CHANÁ COFFEE
Entrant Company, City: PUBLICIS IMPETU, Montevideo
Country: URUGUAY
Sales Promotion/Advertising Agency, City: PUBLICIS IMPETU, Montevideo
Country: URUGUAY
Credit Details:
| Name | Position | Company |
| Esteban Barreiro | Creative Director | Publicis Impetu |
| Mario Taglioretti | Creative Director | Publicis Impetu |
| Gabriel Méndez | Copywriter | Publicis Impetu |
| Pablo Cáfaro | Copywriter | Publicis Impetu |
| Alejandro Damiani | Art Director | Publicis Impetu |
| María José Caponi | Account Director | Publicis Impetu |
| Marcelo Castellanos | Account Executive | Publicis Impetu |
| Jazmine Kleiman | Producer | Publicis Impetu |
| Guillermo Carbonell | Director | Paris Texas |
| Alvaro Machado | Marketing Director | Nestlé Uruguay |
Objective:
Nestlé wanted to create a promo before the World Cup. The problem was that Uruguay failed to classify to Germany, and was sorpresively eliminated by Australia in the Pre Qualifying Round.
Development:
Every international brand started to promote the World Cup, claiming the football passion. El Chana Coffee, one of the most traditional brands of Uruguay, created a promo that linked perfectly with people sensitivity: El Chana takes you Anywhere but Germany.
Relevance:
The prize was very original, because every brand created its own World Cup Promo, taking people to Germany, giving football prizes as balls, TV sets, etc. El Chaná looked the world cup from the other side, as a uruguayan who was ungry with soccer and wanted to forgot everything about Germany 2006.
Outcome/Results:
In a time of Coffee prices growing up, this promo increases sales over 10 %. It also put El Chaná brand in the word of mouth... every uruguayan started to joke about the promo and felt that El Chana was the only brand that comprehended their feelings.
Product/ServiceAlcoholic and Non-Alcoholic Drinks
ANYWHERE BUT GERMANY
NESTLÉ
EL CHANÁ COFFEE
PUBLICIS IMPETU
URUGUAY
Product/ServiceCars & Automotive Services
FIRST IMPRESSION
MERCEDES-BENZ NIEDERLASSUNG STUTTGART
MERCEDES-BENZ DEALERSHIP
BBDO STUTTGART
GERMANY
Product/ServiceClothing, Footwear & Accessories
NO PAIN, NO GAIN
GOLDWIN
THE NORTH FACE
DENTSU Y&R
JAPAN
Product/ServiceTravel, Entertainment & Leisure
WORLD PRESS PHOTO EXHIBITION
NEW ZEALAND NETHERLANDS FOUNDATION
WORLD PRESS PHOTO EXHIBITION 2006
CLEMENGER BBDO
NEW ZEALAND
Product/ServiceTravel, Entertainment & Leisure
BIG WARNIE
CRICKET AUSTRALIA
ASHES SERIES
GEORGE PATTERSON Y&R
AUSTRALIA
Product/ServiceCharities, Public Health & Safety, Public Awareness Messages
EARTH HOUR
WWF AUSTRALIA
WILDLIFE CHARITY
LEO BURNETT
AUSTRALIA
Use of MediaEvent Marketing
EARTH HOUR
WWF AUSTRALIA
WILDLIFE CHARITY
LEO BURNETT
AUSTRALIA
Use of MediaEvent Marketing
MANNED AIRPLANE PROJECT
MATSUSHITA ELECTRIC INDUSTRIAL
MATSUSHITA OXYRIDE BATTERIES
HAKUHODO
JAPAN
Use of MediaEvent Marketing
GLAMOUR STILETTO RUN
G&J PUBLISHERS
GLAMOUR MAGAZINE
BSUR
THE NETHERLANDS
Use of MediaEvent Marketing
NODDING BULL
THE VEGETARIAN SOCIETY
VEGETARIAN CONFERENCE
JWT
INDIA
Use of MediaSponsorship or Partnership Campaigns
BONDED BY BLOOD
NZRU/ADIDAS
THE ALL BLACKS
TBWA\WHYBIN
NEW ZEALAND
Use of MediaPromotional Packaging
STADIUM
NIKE
NIKE FOOTBALL BOOTS
PUBLICIS
SINGAPORE
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