Nestlé Fast is a range of products offered exclusively in Brazil. It consists of 3 beverages made for fast drinking. The brand adopted music as its main platform. To get closer to its target audience, Nestlé supports big music festivals that enhance brand experience and visibility. That’s why the brand decided to support the SWU (Starts With You), a music festival focusing on sustainability. To get the attention of the 150 thousand people who attended the event during its three days, Nestlé used the Sustainable Ferris Wheel, which was kept going by people’s movement. Five bicycles generated 450W per hour, which helped keep the wheel spinning and recharged cell phone and iPod batteries.

The agency divided the process into three steps: before, during, and after.Before: Through PR and social media strategies, the action was featured on Brazil’s most important blogs and portals just days before the event, which sparked a lot of curiosity about the attraction.DURING: The 150 thousand participants could use The Ferris wheel during the whole event – that is, for three days. In addition, two bloggers broadcasted interviews from inside one of the cabins using Twitcam, which generated even more impact on social media networks.AFTER: PR and social media strategies were once again responsible for spreading the word about the action. The results were awesome, and the action was even featured in the country’s most important news program on TV, reaching more than 30 million people.

- US$4,500,000 in spontaneous media- US$0.00 spent on paid media- 40,000 participants- 2,000 thousand people pedalled to generate energy- 400 thousand mentions in social networks (Twitter and Facebook)- 94% of these mentions were positive- 3,860 hits on Google- 140 spontaneous videos on YouTube- More than 30 million Brazilians were reached