2015 Winners & Shortlists

Creative Execution

We created “coffee conversations”, mobile-first episodic content, perfect to watch and discuss during Ramadan, when online video consumption sky rockets. We partnered with Masameer, a popular Arabic web series with over 1 million subscribers, creating owned content which would sit on the NESCAFÉ Arabia page as well as integrating with their episodes. They covered issues close to the hearts of Saudis, in a light-hearted and humorous approach through animated male and female talking cups. We touched upon life, marriage, traditions and family in a modern context. The characters were extended to on-ground events and in limited edition packs.

We successfully managed to increase Ramadan sales of NESCAFÉ instant coffee by 25% and achieved 90% incremental sales for Arabiana vs. average sales since launch. Social media was abuzz with high video viewership, discussions, engagement and sharing of their personalized cups. To date we have achieved more than 3 million paid views and 4 million organic views while increasing our YouTube subscribers by 190% (vs 90% target). With the immense success and popularity of the animated coffee cups, they have become the brand ambassadors for NESCAFÉ Arabiana across all communication channels moving forward.

Arabic coffee consumption increases dramatically during Ramadan. However, NESCAFÉ instant coffee sales in Saudi Arabia dip during this month and Arabiana had only been in the market for 8 months. With Arabiana, we were asking consumers to change their tradition of homemade coffee during the most traditional time of the year. With beverage category competition like Pepsi and Coca Cola, outshouting for the youth’s attention would be a futile plan. We needed to tap into the audience in a way other brands weren’t. We learned that during Ramadan, friends and families spend so much time together that conversations tend to run dry. Consequently, the Saudi youth turn to their phones instead of TV for fun and entertaining content. We introduced NESCAFÉ Arabiana into Ramadan conversations of Saudi youth through stories about Saudi issues, shown in a light hearted approach through animated male and female coffee cups.