2015 Winners & Shortlists

The Campaign

Branded content is still new to the region but is gaining popularity. It may have initially been used as a “cost-effective” solution for brands with small budgets, but now bigger brands have understood the benefits of the right content to connect with people through real and honest story telling. Many brands’ approach to branded content tends to be rather contrived. Because they cannot easily test their content they tread cautiously, going with safe content. For many, branded content is considered supporting material to traditional media that cannot stand on its own. In the region certain topics are considered inappropriate and are quickly censored depending on the regulations of each country, leading to restrictions on what can be aired on TV.

Results

The youth in the region hunger for discovery and want to try new things, but they hesitate for many reasons: social limitations, fear, shyness, lack of confidence… and sometimes a lack of inspiration. In comes My Cup Of Inspiration, an integrated campaign by NESCAFÉ to awaken the youth’s love for discovery, by inspiring them with stimulating content and giving them the tools to find and follow their passions. We launched with a film on TV, Cinema, and online, featuring a young graphic novelist struggling for inspiration, but with every new experience, he starts adding chapters to his story. It ends with the message “Discovery is a journey, start today”. The film then leads the audience to explore real stories of 8 young “inspioneers” from the region, each one of them telling his own inspiring journey of discovering their true passion with all its challenges and rewards. The integrated campaign unfolded on digital media (banners / pre-roll trailer / page takeovers) and led the audience to a content hub website: www.mycupinspiration.com, featuring the testimonial videos, inspirational content and all the feeds pulled from social media by using the hashtag #my_inspiration. To push discovery on the move, we launched a mobile app “My Zone” that gave our young users a well of inspirations, new places to visit, and new things to try.

A film with our main message was launched online that ends with an invitation and a link to meet the “inspioneers”. Clicking takes you to a content hub, featuring the 8 testimonial videos and other inspirational content, as well as feeds pulled from various social media (Facebook, Twitter & Instagram) for #my_inspiration. The videos documenting the experiences of these up-and-coming talents from across the region, inspired the audience to explore and discover new interests they may not have been aware of. Teasers were of the 8 videos were also launched on social media.

The campaign was hugely successful. Engagement was high, along with video views and app downloads. Key brand attributes (from Brand Tracker and Communication tracker) witnessed increases (awareness, “inspiring brand”, trial) and confirmed the high visibility of the campaign among the core target youth audience. - Total number of video views: more than 7 million - Total video reach: More than 8 million - Total number of impressions: over 50 million As the first NESCAFÉ campaign with a main focus on branded content, receiving a high level of engagement, it has become a springboard for launching their new digital strategy in the region.