2013 Winners & Shortlists

The Brief

Nescafe wanted to launch its new NESCAFE Dolce Gusto Genio machine in a unique way across the UAE, Kuwait and Qatar. So with the premise that social media has the power to create word mouth and consumer testimonials that are even more effective than brand messages, we executed a full-fledged outreach activity and launched the machine through this activity before the product hit the market and the offline activities launched.

Creative Execution

NESCAFE Dolce Gusto's tagline is "coffee beyond convention" its a new way of making coffee and it gives coffee lovers the chance to customize their beverages. Therefore our creative execution was unconvential and personalized. Instead of relying on and using conventional media we executed a campaign that solicited earned media through online influencers and branded personalized the packages.

Describe the creative solution to the brief/objective.

We identified 25 influential tweeps and bloggers who are interested in food/beverage and customized a package with their personal Twitter profiles and selected tweets (tweets mentioning things they love). We also personalized the variants boxes with messages including their best friends' twitter handlers inviting them over for coffee. A leaflet was designed to introduce the machine, thank the participants for taking part and included NESCAFE's Facebook and Twitter URLs. Additionally a CD with high resolution images of the machine was included in the package for the bloggers to use in their blogs and posts.

Results

A significant amount of positive buzz reaching almost 1 million people online. Created awareness and customer testimonials from: - 9 Blog Posts - 1,000 Tweets - 200 FB posts - 2 YouTube videos - 20 Instagram Photos - 100% of mentions were positive - Accomplished International recognition from industry analyst - Increased Twitter followers by 10%