Brand | NESCAFE |
Product/Service | INSTANT COFFEE |
Entrant | PUBLICIS MIDDLE EAST Dubai, UNITED ARAB EMIRATES |
Category | Point of Sale & Consumer Touchpoints |
Entrant Company
|
PUBLICIS MIDDLE EAST Dubai, UNITED ARAB EMIRATES
|
Advertising Agency
|
PUBLICIS MIDDLE EAST Dubai, UNITED ARAB EMIRATES
|
Media Agency
|
MEC MENA Dubai, UNITED ARAB EMIRATES
|
Media Agency 2
|
THE ONLINE PROJECT Dubai, UNITED ARAB EMIRATES
|
Production Company
|
MYRKOTT ANIMATION STUDIOS Riyadh, SAUDI ARABIA
|
Brief Explanation
NESCAFÉ Arabiana instant Arabic coffee is still a relatively young brand (launched in 2013). While the brand is already successful, it has to be particularly visible during Ramadan, as Ramadan is the season when Arabic coffee consumption is at its highest – and therefore critical to Arabiana sales volumes.
Our target is young, modern Saudi youth. They look for ways to keep up with the world today…while holding onto traditions they hold dear. They are frequent drinkers of Arabic coffee, but generally purchase loose unbranded coffee from Roasteries.
The Brief
Objectives: Design a promotion and in-store concept that cuts through the Ramadan clutter while being true to the quirky modern tone of NESCAFE Arabiana. The goal was to increase brand awareness leading to trial and sales, and to shift purchases from roasters (unbranded coffee) to supermarket (NESCAFÉ Arabiana).
How the final design was conceived
We launched 3loom Fenjal*, a family of illustrated cups portraying the humorous side of (Khaleeji) life, who remind us and that a good cup of Arabic coffee always brings the family together.
In-store, to answer the brief, we ran a consumer promotion that rewarded purchases with free cups.
In order to create standout point of sale, we partnered with Saudi brand Fyunka to design the trendy limited-edition collection of Arabic coffee cups. Her brand is known to create kitsch Khaleeji characters, with high perceived value amongst our audience. Sleek promo packs were also created with complementary in-store support. Point of sale was designed to be modern, and sleek. We worked closely with suppliers in selecting premium printing materials to reflect the premium, yet modern feel of NESCAFÉ Arabiana.
Indication of how successful the outcome was in the market
• Awareness: Objective was to increase from 17% to 33%. Achieved: 44%.
• Usage: Objective was to increase trial from 2% to 8%. Achieved: 14%.
• Sales: Objective: +30% vs. previous period. Achieved: +90%
• Market Share: Objective was to increase from 14% to 18%. Achieved: 22%
Credits
Jan Leube |
Publicis Me/Dubai |
Regional Executive Creative Director |
Ramzy Haddad |
Publicis ME/Dubai |
Executive Creative Director |
Maya Khammar |
Publicis Me/Dubai |
Client Services Director |
Teddy Abdelnour |
Publicis Me/Dubai |
Associate Account Director |
Lea Kerdy |
Publicis Me/Dubai |
Senior Account Executive |
Kimi Nath |
Publicis ME/Dubai |
Regional Planning Director |
Kamel Zeitouny |
Publicis ME/Dubai |
Senior Arabic Copywriter |
Haitham Medhat |
Publicis Me/Dubai |
Senior Art Director |
Relly Pilapil |
Publicis Me/Dubai |
Senior Graphic Designer |
Wassim Barbara |
Mec Dubai |
Senior Account Director |
Nilofer Kassim |
Mec Dubai |
Branded Content Manager |
Vikrant Shetty |
Mec Dubai |
Account Director |
Fatima Shaikh |
MEC Access |
Director |
Khaled Shehab |
MEC Dubai |
Business Unit Director |
Raja Paul Youssef |
MEC Dubai |
Associate Account Director |
Suad Taji |
The Online Project |
Creative Director |
Aliya Hussain |
The Online Project |
Senior Account Director |
Reem Hindieh |
The Online Project |
Account Manager |
Razan Abou Ghoush |
The Online Project |
Senior Community Manager |