Transnational food and drink manufacturer Nestle has worked with global ROI media agency Zenith and Mozoo, a rich media and video ad exchange on mobile, to promote the relaunch of its Clusters cereal range.

Using the Out-Roll format created by Mozoo, which offers 100 per cent viewability, Nestle and Zenith aimed to reach millennials in the 25 to 34 age bracket with a non-disruptive mobile campaign. Through use of the format, Zenith says it has been able to achieve high brand engagement, while respecting the user experience.

“User experience is absolutely key to our business, and we take issue with the fact that far too many ads are still developed for desktop and scaled down for mobile, meaning brands fail to make the most of mobile’s unique creative opportunities, and struggle to engage audiences – particularly millennials – across their dominant screen of choice,” said Jules Minvielle, CEO and founder of Mozoo.

Emeline Cuny, clients director for Zenith, added: “Thanks to Mozoo, we were able to serve Nestle ads in the right context to our key audience. The upshot of this is that we improved brand awareness and positioning around Clusters”

The campaign, which launched at the beginning of May, also includes a TV, online video, and Facebook campaign.