Nestlé Good Lifers 比賽結束

What could Nestlé do to help people in their fifties have a good life?

開始 2014年4月15日 結束 2014年5月13日 23:59 UTC 審議 結果 2014年7月
開始
2014年4月15日
結束
2014年5月13日 23:59 UTC
結果
2014年7月
簡介

背景

“Good lifers” are the generation of men and women in their fifties who are embarking on a new chapter of their life. Their children have moved out of home and they are serenely contemplating retirement. They have a lot of money to spend, are very mobile and active, have plenty of interests and energy and feel 10 years younger. They own latest TV sets, smartphones, tablets, and they love to use the Internet! These “Good Lifers” are positively looking towards the future, want to enjoy their life independently and as long as possible, and are open to new experiences.  A good part of them say they are happier than they have ever been before!

Yet something is spoiling the picture… Physical aging! As they grow older, they start to develop the first age-related health deteriorations such as stiff bones, dental or eyesight issues and weight problems.  They are becoming more conscious about the immediate need to take care of their nutrition and health for a healthy lifestyle to stay young and independent for as long as possible.  Around 50 years old you know you should take care of yourself much more.  Although you might know that good nutrition and exercising is crucial, you do not know exactly what to do and how to integrate it in your daily life.

Nestlé is committed to provide people with the best food and drink products at all times. To help this generation of “Good-Lifers”, Nestlé believes that it needs to provide these men and women with a value-adding holistic solution that will enhance their quality of life. But what?

創意挑戰

Show us how Nestlé can help “Good-lifers” make the most of their life through an innovative and groundbreaking idea for products, services or devices focused on health and nutrition.

Your idea, presented in an illustrated document of maximum 5 pages, should be a holistic solution, not only a single new food product. We are looking for an experience that takes into account the fact that these people are digitally savvy. The solution should be suitable for everyday usage and that Nestlé would be the best company to provide. This means that it has to be in line with Nestlé’s vision: “Good Food, Good life”.

Please answer three questions in your entry:

  1. What new value-adding experience will the product / service bring?
  2. How is this product / service different from what already exists?
  3. What will specifically attract “Good-Lifers”?

Your solution should be very appealing to the people described in the context section. Remember they are not old!

They are active, full of energy, they enjoy life, they are wealthy, interested in ecology, culture and entertainment. They are tech savvy.

They know that health and nutrition are issues they should take more interest in… but they don’t have the solution that will involve them into these concerns. This is what you need to create. 

TIPS:

The examples are only provided to illustrate our expectations. Please do not use them in your submission or it will be rejected.

Think about a solution that will make these people’s life easier. Of course the obvious things is home delivery of bottled water… but you can go further and think about solutions that are holistic, i.e. leveraging many moments of the day and many food products. For instance it could be a program that tells you what food you should eat according to what activities you have done recently and what kind of nights you had. So let’s say that a dynamic 52-year old woman is back from travelling and she is tired. She connects to a website or through an application and describes her physical state. The system will recommend her to drink Sjora each morning for 5 days (this is a healthy drink from Nestlé). The app will also suggest to have these drinks delivered to her place to avoid her having to go out to buy them. She can get much useful information and some tips to boost her energy. It’s not only an app, it’s also a service that happens in real life.

You could also imagine that Nestlé could partner with a chain of gym clubs to offer personalized programs with a Nestlé nutritionist according to one’s physical state and goals. Nestlé could also provide a wearable device for working out and save important data about the user's activities. The user can track their progress on a Nestlé app that connects them with other people with the same goals.

獎金

評審團獎金

  • #1 獎金 € 4,000
  • #2 獎金 € 2,000
  • #3 獎金 € 2,000
  • #4 獎金 € 1,000
  • #5 獎金 € 1,000

格式

Presentations with illustrations and text, Max. 5 pages (PDF only) 

評獎標準

We are looking for very inventive ideas of services, products or devices. Put yourself into the shoes of these “Good lifers” to think of an innovative idea that will really add value to their lives.

比賽指南

本次比賽指南

  • Your idea has to be more than just a new nutritious food product.  It has to create a new experience or be a service.
  • Please provide visual details (illustrations) of your idea.
  • Your idea can’t be a medical or clinical solution. Remember Good-Lifers are not ill.
  • Entries should be in English.

eYeka愛可網標準比賽指南

  • 不要在作品中展現任何個人細節(姓名、聯系電話、郵件地址等等)
  • 請保留一份高質量或高清版本的參賽作品,以供在獲獎後使用。
  • 你提交的作品必須是你自己的創作,才具有參賽資格。
  • 你必須取得所有參與媒體創作的作者與演員,每個人的書面許可。
  • 若你有使用到不屬於你自己的創作內容 (音樂、照片、設計等內容),請在你的媒體描述說明中註明,不管你所使用到的音樂和/或圖片是否為自己創作,請提供授權連結證明你有這些內容的使用權利。
  • eYeka愛可網將可能要求你提供書面證明或書面文件的複件,以確保eYeka愛可網和品牌客戶能根據比賽規則獲得使用這些作品的授權。
  • 不符合上述規定的作品將不具備參賽資格。