This document outlines the plans for Nestle Ice Cream's summer product launch event. It will take place across 4 cities in botanical gardens venues transformed into "Amazing Things Happen Out of the Blue Wonderland". The event aims to announce new products in an exciting way through interactive presentations and product sampling. Guests will experience the brand through activities incorporating the 4 new product lines being launched.

1. Nestle Ice Cream Summer Launch
Presented on 15 May 2012 by

2. WHATS THE
BIG IDEA!

4. 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.

5. Creative Methodology
Engage
Nestle
Indulge Ice Educate
Cream
Inspire

6. 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

7. THE CONCEPT

8. 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’

9. 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.

10. 0 - 9 Year Games
BHP BILLITON
JHB Community Event
4TH DECEMBER 2007
Presented by MAVERICK EXPERIENCE EXHILARATOR (PTY) LTD
.

11. 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.

12. PRE EVENT

13. INVITE

14. 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

15. SAVE THE DATE

17. ELECTRONIC INVITE

18. Invite/ Mailer

19. PHYSICAL INVITE

21. THE EVENT

25. OUTSIDE THE TENT

26. Candy Floss & Popcorn Machines

27. Buffet Food Station

29. Food Stations

30. 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.

32. INSIDE THE TENT

35. Table Decor

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

37. AV AND STAGE

38. 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.

41. Menu

43. 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.

44. Mad Hatter MC

45. ACTIVITY

46. 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.

47. Content Delivery & Product
Interaction

48. 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.

50. 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.

52. 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.

54. 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.

57. Project Dates and Rollout
DATE REGION VENUE TEMP RAINFALL TIME
11 JULY PORT ELIZABETH VICTORIA PARK Min: 7 degrees 20% chance 13:00
Max 20 degrees
13 JULY CAPE TOWN THE COMPANIES Min: 7 degrees 27% chance 13:00
GARDENS Max: 17 degrees
18 JULY DURBAN DURBAN BOTANICAL Min: 11degrees 25% chance 13:00
GARDENS Max: 24 degrees
29 JULY JOHANNESBURG EMMERENTIA BOTANICAL Min: 7 degrees 20% chance 13:00
GARDENS Max: 26 degrees

58. 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 space
Guests 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

59. Running Order
• Please find the Running Order attached.

60. Budget Estimate
• Please find the Budget attached.