2015 Winners & Shortlists

Creative Execution

We created “coffee conversations”, stories of animated coffee cups that spanned across digital video, social content, packaging and on-ground events. We produced and launched mobile-first episodic content, perfect to watch and discuss during Ramadan, when online video consumption sky rockets. . Through our partnership with Masameer, a popular Arabic web series with over 1 million subscribers, we created owned content as well as integrations. An extensive digital strategy supported the series through YouTube mastheads, targeted display and social amplifications. To heighten engagement, on-ground activities had sampling and a live illustrator providing personalized Arabic coffee cups which people were tweeting about.

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.